Abstract
China has experienced a significant surge in beef demand in recent years, with Inner Mongolia emerging as a primary supplier. Among various food safety concerns, Chinese consumers have notably prioritized beef safety. This study employed conjoint analysis to assess consumer preferences regarding beef from Inner Mongolian and Beijing, aiming to establish safety criteria. Through an online survey of 400 respondents, the study unveiled comparable perceptions among Inner Mongolian and Beijing consumers who prefer Inner Mongolian beef. Moreover, the research highlights that many consumers determine beef safety based on certification and traceability, indicating a willingness to pay a premium for these attributes.
