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Covid‐19‐tested food labels

Author

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  • Longzhong Shi
  • Xuan Chen
  • Bo Chen

Abstract

While the transmission of virus SARS‐CoV‐2 via food is rare, some Chinese food retailers are considering a Covid‐19‐tested food label. However, how consumers may support such a label is unknown. We quantify Chinese consumers’ willingness to pay (WTP) for food carrying a Covid‐19‐tested label using an online choice experiment. We find that the WTPs for such a label are always positive for all food products considered. The amount of WTP depends on the entities authenticating the labels, country of origin of the food, and consumers’ socio‐demographic status. Contrary to expectation, the knowledge on Covid‐19 does not affect consumer preferences for the Covid‐19‐tested food labels. Our benefit and cost analysis suggests a possible large benefit of creating and administering a Covid‐19‐tested food label. This study provides insights for policymakers, global food manufacturers, and retailers to create marketing strategies to alleviate consumer food safety concerns associated with Covid‐19. Alors que la transmission du virus SARS‐CoV‐2 via les aliments est rare, certains détaillants alimentaires chinois envisagent une étiquette alimentaire « Testée Covid‐19 ». Cependant, la façon dont les consommateurs peuvent soutenir une telle étiquette est inconnue. Nous quantifions la capacité à payer (CAP) des consommateurs chinois pour les aliments portant une étiquette « Testée Covid‐19 » à l'aide d'une expérience de choix réalisée en ligne. Nous constatons que les CAP pour un tel label sont toujours positifs pour tous les produits alimentaires considérés. Le montant du CAP dépend des entités authentifiant les étiquettes, du pays d'origine de l'aliment et du statut sociodémographique des consommateurs. Contrairement aux attentes, les connaissances sur le Covid‐19 n'affectent pas les préférences des consommateurs pour les étiquettes alimentaires « Testée Covid‐19 ». Notre analyse des avantages et des coûts suggère un potentiel avantage important pour la création et de l'administration d'une étiquette alimentaire « Testée Covid‐19 ». Cette étude fournit des informations aux décideurs politiques, aux fabricants mondiaux de produits alimentaires et aux détaillants pour créer des stratégies de marketing visant à atténuer les problèmes de sécurité alimentaire des consommateurs associés à la Covid‐19.

Suggested Citation

  • Longzhong Shi & Xuan Chen & Bo Chen, 2023. "Covid‐19‐tested food labels," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 71(2), pages 203-230, June.
    • Handle: RePEc:bla:canjag:v:71:y:2023:i:2:p:203-230
    DOI: 10.1111/cjag.12327
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