Research on Consumers' Preference of Food Traceability Information

By setting 12 types of food traceability information, a survey was conducted on the consumer information demand as well as the preference of the way to pick up information. Through the Principal Component Analysis and Multinomial Logit Model Analysis, the main factors that affect consumer preference are discussed. The results of the study show that forewarning information, including picking/slaughter date, source, traceability certification label, and quality and safety information, including pesticide/veterinary drug use, fertilizer/feed use and selective examination reports, are the main information consumers need. Age, education level, marital status, family income, food safety awareness and regional factors have significant impacts on consumer information preferences. Consumers prefer scanning code through mobile APP to get information to other ways and age, marital status, family structure, and family income are the main factors.