Measure consumer preferences for pork attributes under different media coverage in China
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Media reports could help shape consumer attitudes towards food quality and safety.
By introducing an information treatment with positive or negative media coverage, we
study the impact on consumer preference for pork products. The hypothesis is tested
by a hypothetical choice experiment with 788 samples in 15 cities in China. Attributes
we take into account include traceability, farming style, brand and certificates, in
addition to prices. The results indicate that the media coverage could significantly
shape consumers’ preference. A comparison of the two treatments indicates that the
positive information treatment could yield smaller WTP values for all attributes
related to food quality and safety.