The objective of this study is to assess and measure consumers’ preferences and attitudes
towards U.S. pork. It was found that age had a negative effect on willingness to pay (WTP) for U.S. pork, relative to domestic or Chinese pork. It is plausible that older Chinese citizens are more reluctant to purchase foreign produced
goods because they are either less understanding of imported food products or due to nationalistic and patriotic reasons. The aggregate model also indicated that individuals that shop at international supermarkets have a higher willingness-to-pay for U.S. pork. The food safety variable is insignificant in the WTP model, indicating that consumers
have not established a clear link between U.S. pork and food safety issues.