Residents’ Willingness to Purchase and Price Evaluation of Local Feed-Labeled Pork and Processed Pork Products

Abstract

This study analyzed the willingness to purchase and the price evaluation concerning pork and processed pork products labeled with local feed origin. The results showed that residents are highly willing to purchase pork and processed pork products with local feed labels. We also determined that the factors that positively influence the willingness to purchase pork with local feed labels are a high level of “safety and environmental consciousness” and a low level of “money-saving consciousness”. Furthermore, we found that the factors positively influencing the willingness to purchase processed pork products with a local feed label were female, higher “safety and environmental consciousness”, and lower “savings consciousness”. Nonetheless, the price evaluation was similar to the products without local feed labels, and that might be due to consumers’ low interest in the origin of the feed, and their low awareness of the current dependence on overseas sources for feed.