Measure consumer preferences for pork attributes under different coverage in China

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.