The influence of African swine fever information on consumers’ preference of pork attributes and pork purchase

Abstract This paper uses a randomized survey instrument to study the impact of African Swine Fever (ASF) information on Chinese consumers’ preference for pork attributes and purchases during the recent peak of the ASF pandemic in 2019. We study consumers’ preference for pork attributes including brand, meat texture and taste, quality safety assurance, and traceability under different information treatments. Results show that the willingness to pay (WTP) for quality safety assurance is the highest, followed by brands and traceability systems, and the WTP is lowest for good taste. We show that providing detailed ASF information substantially changes consumer preference by altering the relative importance of pork attributes and price sensitivity, which enables consumers to focus more on safety‐related attributes while paying less attention to price and taste attributes. Furthermore, we find that a higher belief in the future of ASF occurrence reduces the frequency of purchases marginally but does not significantly influence for amount per purchase and the total purchase amount.