In order to meet consumers' demand for safer pork and avoid pork safety incidents,the Chinese Ministry of Commerce has already implemented meat traceability system in different cities since 2010.And whether the promotion of traceable pork is successful or not inherently depends on the consumer' s willingness to pay for this kind of pork.In this study,random nth experimental auction is conducted to investigate 272 consumers' willingness to pay for three kinds of traceable pork with different safety information levels in Wuxi,Jiangsu Province.Results indicate that consumers are generally willing to pay a certain premium for the traceable pork,and they prefer traceable pork with breeding information and the certification of government.With further empirical study of using the MVP model,conclusion can be drawn that consumers have heterogeneous preferences for traceable pork with different safety information.Therefore,the government may not only need to perfect the pork traceability system,but also should combine government authentication mechanism to the traceability system.And this may also be a necessary way to meet consumers' demand for traceable pork with different safety information and make traceability system effective.%为满足消费者猪肉安全需求,防范猪肉的安全风险,国家商务部等从2010年开始分批选择若干个城市实施肉类可追溯体系.可追溯猪肉能否有效推广内在地取决于消费者的支付意愿.本文基于随机n价实验拍卖方法,对江苏无锡市区272位消费者对具有不同层次安全信息的三种类型可追溯猪肉的支付意愿进行了研究,结果表明,参与者愿意为具有可追溯属性的猪后腿肉支付一定的溢价,且对具有养殖信息与政府认证信息的可追溯猪后腿肉具有更高的支付意愿;而进一步运用MVP模型的研究证实,消费者对三种不同层次安全信息属性的可追溯猪后腿肉的偏好具有差异性.因此,政府完善猪肉可追溯体系并与政府认证机制相结合是满足消费者对不同层次安全信息的可追溯猪肉的市场需求,促进可追溯食品推广普及的重要路径.
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