Sustainable Healthy Diets and Demand for the Front-of-Package Labeling: Evidence from Consumption of Fresh Pork

Front of Package (FOP) labeling, which assists consumers in understanding the nutritional status of fresh pork, could help reduce Chinese residents’ excessive meat intake and greenhouse gas emissions. Nevertheless, little is known about the price elasticity of consumers’ demand for the FOP labeling on fresh pork. This study implemented a contingent valuation survey by using a representative survey of 930 adults across China. The results indicated that respondents’ demand for FOP labeling applied to fresh pork was price inelastic (−0.209). Moreover, there existed significant population heterogeneity in the price elasticity of demand. Specifically, WTP increased for the urban population and those who paid regular attention to pork’s nutritional value. Overall, Chinese consumers had rigid demand for FOP labeling on fresh pork, and policy makers should pay close attention to consumer reactions to the price of FOP labeling and promote this application on fresh pork.