Emerging markets for U.S. Pork in China: Experimental evidence from mainland and Hong Kong consumers

David L. Ortega, Maolong Chen, H. Holly Wang, Satoru Shimokawa

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    5 Citations (Scopus)


    A major concern for international marketers is how products will be received by foreign consumers in other markets. This study uses choice modeling to assess Chinese consumer preferences for pork and evaluate the potential demand for U.S. pork in the cities of Guangzhou and Hong Kong. We find that differences in preferences for domestic versus imported pork can be explained, in part, by consumers' level of patriotism. Marketing pork with a food safety claim can increase market demand for U.S. products, and accounting for differences in nationalistic attitudes can aid marketing efforts.

    Original languageEnglish
    Pages (from-to)275-290
    Number of pages16
    JournalJournal of Agricultural and Resource Economics
    Issue number2
    Publication statusPublished - 2017 May 1



    • Choice experiment
    • Consumer preferences
    • Food marketing
    • Food quality
    • Patriotism

    ASJC Scopus subject areas

    • Animal Science and Zoology
    • Agronomy and Crop Science
    • Economics and Econometrics

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