Research on Consumers' Willingness to Pay for Safety of Soy Sauce:A Survey in 20 Provinces in China

In recent years, as Chinese food safety incidents occur frequently, more and more consumers are concerned about food safety issues. It uses the Heckman selection model to analyze the factors that affecting urban and rural consumers' willingness to pay for the safety of soy sauce from a survey in 20 provinces and cities nationwide with contingent value method. The result shows that whether suffering diseases, whether concerned about the food safety, the degree of understanding of nutrition labeling, and the view of the correlation between health and food intake are significant positive correlate with the willingness, while region, age, family size show negative. Meanwhile the degree of understanding of the safety of soy sauce, the view on the correlation between health and food intake have a positive correlation with the pay, region opposite. It calculates the value of the mean of willingness to pay is 5.533 yuan. Finally, it puts forward policy recommendations based on these conclusions.