Chinese Consumers’ Perception and Willingness to Pay for Traceable Dairy Products

To reduce food safety risks and prevent serious food safety incidents, and enhance consumer confidence in food safety, the Chinese government has undertaken various policy measures to improve the safety and quality of dairy products in recent years. The implementation of traceability systems could lead consumers to perceive a higher value and to be willing to pay a premium price for dairy products. This research contributes valuable information to the dairy product supply chain, providing insights to producers, distributors, and other actors of the dairy production chain. Results showed that the importance of information about food traceability for improving market demand for traceable dairy products. Further work will be needed to improve consumers' understanding of the potential benefits of traceable systems in the dairy product quality and security system. Moreover, encouraging producers to produce diversified traceable dairy products, decrease the production cost, decreasing the price of traceable dairy products may be the most effective way of increasing the traceable dairy food market share.