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Academic Journal of Humanities & Social Sciences, 2023, 6(23); doi: 10.25236/AJHSS.2023.062317.

Consumers’ cognition, preference and willingness to pay for safety-labeled foods


Hongyuan Yang1, Xin Li2

Corresponding Author:
Hongyuan Yang

1College of Agriculture and Life Sciences, Seoul National University, Seoul Korea, 08826

2Institute of Quality Standard and Testing Technology for Agro-products, Chinese Academy of Agricultural Sciences, Beijing, China, 100081


The structural surplus of agricultural products and the improvement of people’s living standards cause higher requirements for food quality and safety. So far researchers focus mainly on how to improve quality of agri-food on the basis of producers and governance while this paper intends to focus on the quality and safety of agri-food from the perspective of consumers, trying to find Chinese consumers’ cognition, preference and willingness to pay for safety-labeled foods from different regions.


safety-labeled food, cognition, WTP, logistic model

Cite This Paper

Hongyuan Yang, Xin Li. Consumers’ cognition, preference and willingness to pay for safety-labeled foods. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 23: 106-113. https://doi.org/10.25236/AJHSS.2023.062317.


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