Analysis of Pig Farmers' Preference and Adoption Behavior for Food Safety Information Labels in China

Food labels are used to reduce the inefficiencies that arise from information asymmetry. Since food certification and traceability labels are commonly food safety information labels used in China, it is of great importance to study producer preference and adoption behavior towards these food safety information labels. This study constructs a profile of food labels that includes different levels of four safety information attributes, including place of origin, edible agricultural products conformity certificate, traceability code, and organic/green certification. Based on the primary data of pig farmers in Zhejiang Province and using Random Parameters Logit Model and Latent Class Model, this paper analyzed farmers' willingness to supply pork with food safety information labels and discussed farmers' adoption behaviors in the production process. Results indicate that among the four information attributes, farmers were more likely to supply pork with the place of origin and organic/green certification. They had a negative willingness to provide pork with a conformity certificate that is certificated by a third party. The preferences for food safety information labels were heterogeneous among farmers. 13.5% of the farmers belonged to the certification-inclined class, and 37.9% of the farmers were traceability preferred. However, the adoption rate by farmers of pork with traceability labels in production was only 7.69%. Therefore, governments and markets should increase incentives for farmers to participate in the traceability system and encourage farmers to issue certificates, and further strengthen the education and training of farmers.

Automated summary

Food labels are crucial in reducing inefficiencies caused by information asymmetry. This study focuses on food safety information labels, such as certification and traceability labels, in China and explores producer preferences and adoption behavior. The research constructs a profile of food labels with different safety attributes and analyzes the willingness and adoption behavior of pig farmers in Zhejiang Province. Results show that farmers prefer labels indicating place of origin and organic/green certification, while having a negative attitude towards third-party conformity certification. The preferences for food safety labels vary among farmers, with a small percentage willing to adopt traceability labels in their production.