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Article
Publication date: 16 July 2024

Qinyuan Shen, Zhifeng Gao and Zhanguo Zhu

A meat quality grading system is essential to meet consumers' increasingly diversified demand for food quality in the global market. This study aims to determine the effectiveness…

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Abstract

Purpose

A meat quality grading system is essential to meet consumers' increasingly diversified demand for food quality in the global market. This study aims to determine the effectiveness of the upcoming Chinese quality grading labels and examine the information effect of labeling standards on pork consumption choices.

Design/methodology/approach

Using an online survey with choice experiments, this study estimates consumer valuation for the fat thickness of different pork primal cuts by simulating three scenarios. Generalized mixed logit models in WTP space are used to analyze the choice experiment data.

Findings

Chinese consumers prefer lean pork to fatty pork and this preference does not vary significantly between primal cuts. Consumer valuation for ungraded high-quality (lean) pork increases after the implementation of the quality grading. Meanwhile, they are willing to pay high premiums for labeled pork (including level 1, 2, 3), and there are higher premiums for pork with higher levels. Besides, incomplete information on labeling standards could achieve more premiums for pork than relatively complete information.

Originality/value

This study pays attention to essential but few-noticed pork quality grading. The findings provide references for pork industry practices and policy-making of the meat quality grading system in China and globally by examining incomplete and relatively complete information effects on consumer choices.

Details

China Agricultural Economic Review, vol. 16 no. 4
Type: Research Article
ISSN: 1756-137X

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