Consumersʹ willingness to pay for traceable pork, milk, and cooking oil in Nanjing, China

We analyzed consumersʹ willingness to pay (WTP) for traceable pork, milk and cooking oil, and its determinants using data from Nanjing, China, with particular focus on the effects of consumer knowledge. The major findings suggest that Nanjing consumers are willing to pay a significant positive price premium for food traceability despite variations across products. Meanwhile, consumersʹ WTP for food traceability was positively affected by consumer knowledge about food traceability and awareness of food quality- and safety-related certifications. A number of demographics such as income and age also have statistically significant impacts on the WTP.