The Research Of Consumers' Preference And The Market Simulation For The Traceable Pork Based On The Different Attributes

China is the world's most dynamic meat market and the consumption of pork is the largest. In recent years, Consumers have an increasing demand for the information about the origin, the production and processing of food in the supply chain. The outbreak of food safety incidents, especially the fresh meat products, which reduced the consumers' confidence to the safety of food. So consumers have an increasing demand for origin labeling and production and processing safety information of food. International experience shows that food traceable system provide reliable, safe and continuous information in the supply chain, and monitor food production process and recall the problem product by tracing to identify the source of problems, which is considered the best way to guard against food safety risk, also to improve the level of food safety.Consumers are most important in the food market, whose Preference and willingness are the main factor to the development of food traceable system. So the research about consumers' preference and the market share of the traceable food is helpful for the promotion of food traceable system and the food safety level. There are few kinds of traceable food in China's meat market. Also some information about the traceable food is missed.Considering this situation, 4 attributes, traceability information, certification of traceability information authenticity, origin, and price, were set from the depth and breadth perspectives.Consumers in Wuxi, Jiangsu Province, China were surveyed for their preferences and the market simulation for the traceable pork in a real choice experiment(RCE) using random parameters logit(RPL) and latent class models(LCM) and market simulation tool Which based on the different attributes.Results revealed that consumers had the highest willingness to pay(WTP) for the government certification of traceability information authenticity. Consumers also had a higher WTP for origin labeling compared with uncertified traceability information. Moreover,traceability to slaughter and processing is alternative to local farming labeling and complementary to non-local farming labeling. The market share of traceable pork is the largest when there are all types of traceable pork in the market at the same time. The research conclusion is intended to provide the advice about how to build food traceable system suiting the development of China.