Meat Traceability: Traditional Market Shoppers' Preferences and Willingness-to-Pay for Additional Information in Taiwan.

Due to food scandals that shocked the retailer markets, traceability systems were advocated to regain consumers' confidence and trust. However, while traceability systems can be more easily explored in modern markets, almost no traceability system can be found in traditional markets in Taiwan, especially when buying meat products. This study explored the preference and the willingness-to-pay (WTP) for traceability information of pork products in traditional markets in Taiwan.