A study on consumers’ preferences for food safety labels in Taiwan

• Main Authors: Yu-Feng Hong, 洪郁峰
• Other Authors: Yun-Ju Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/36844555311192595386

碩士 === 國立中興大學 === 農業經濟與行銷碩士學位學程 === 104 === As many food-safety events have been discovered, this study used Choice Experiment (CE) which is based on Conjoint Analysis in order to design the questionnaire and investigate consumers’ preferences and willingness-to-pay for food safety labels. According to previous literature, we selected the following labels to discuss in this research: brand and the labels of GMP, CAS, SGS, Non-genetically modified, and HACPP&ISO22000. This study collected 199 surveys from the internet, 200 surveys from a marketing company, and 31 surveys from face-to-face interviewing. Results from Multinomial Logit Model (MNL) showed that respondents were willing to pay additional dollars (NT.195) to buy non-genetically modified soy sauce which represents that consumers prefer mostly in non-genetically modified soy sauce, and the next willingness-to-pay for the labels are following: GMP (NT.139), HACCP&ISO22000 (NT.132), SGS (NT.131), CAS (NT.69), brand (NT.44). In addition, this thesis used Mixed Logit Model (MXL) to analyze the willingness- to-pay for food safety attributes of respondents with different socioeconomic status. The results showed that consumers with the educational degree under the master and cooked below five times every week were willing to pay an additional premium for brand and CAS labels. Secondly, consumers with the educational degree under the master and cooked above five times every week were willing to pay additional premium for GMP, SGS, non-genetically modified, HACCP&ISO22000. Therefore, this research suggested that manufacturer could adopt different marketing strategies for consumers’ different educational background or cooking frequency. In addition, the government should maintain the quality of food safety labels to protect the consumers’ equity for food safety.