Consumer Willingness to Pay for Food Safety in Beijing: A Case Study of Food Additives
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Constructing a theoretical framework and using a survey data of 294 customers from 25 supermarkets in Beijing, this paper studies the willingness to pay (WTP) for additive-free Mooncakes in Beijing and finds that age and income are important for WTP for “food safety” in China. Income is positively correlated with the WTP and there is an inverted-U-shaped relationship between age and WTP. This study indicates that consumers in Beijing are willing to pay 5.80 Yuan more for an additive-free Mooncake, which provides a good policy benchmark for the government regulation on food additives. Furthermore, the theoretical framework also provides a good benchmark for understanding WTP in the future study of food safety.