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