Chinese consumer preference for beef with geographical indications and other attributes

As the demand for beef products grows in the Chinese market, understanding consumer preferences for beef, especially those related to quality labelling, is essential. The recent agreement between China and the European Union to promote Geographical Indications (GIs) provides a new insight into preferences for beef with quality labelling. This paper assesses consumer preferences for beef products with GIs and other attributes. A nationwide survey is conducted including 1210 respondents in China by a choice experiment attributing GI label, ‘green’, ‘hazard-free’, and ‘organic’ labels, feeding regimes (grain-fed, grass-fed), country of origin (China, Ireland, Australia, Brazil), and price (30, 40, 80, 100 ¥/500 g). The random parameter logit model with error component reveals that Chinese consumers have a significant preference for grain-fed beef and domestic beef, and they are willing to pay a premium price for GI-labelled beef compared with other attributes. The interaction between GIs and country of origin is included to indicate the positive price impact of GIs on imported beef products. Demographic factors such as place of residence and occupation are found to affect consumer preferences for GIs. •Geographical indications are appealing to Chinese beef consumers.•Geographical indications increase the preference of consumers for imported beef products over domestic beef products.•Willingness-to-pay for geographical indications are affected by place of residence.•Chinese consumers prefer grain-fed beef.•The effectiveness of geographical indications is influenced by product origin.