Consumer preferences and willingness to pay for a blockchain-based food traceability system: a case study of fresh pork in China

Blockchain-based traceability systems offer significant potential for enhancing food safety. This study investigated consumer preferences and willingness to pay (WTP) for a blockchain-based traceability system for fresh pork, and examined preferences for certification agencies. Data were gathered through an online choice experiment conducted in 5 Chinese cities. The results show favorable preferences and higher WTP for a blockchain-based traceability system, with the information intervention group demonstrating a higher mean WTP than the control group. The highest WTP is observed for a blockchain food traceability system combined with government certification. These findings provide valuable insights for promoting blockchain-based food traceability in developing countries and hold important policy implications for food safety regulation and consumer protection.