The Consistency of Consumer's Stated Preference and Revealed Preference: Evidence from Agricultural Product Market in China

This paper analyzes the consistency of consumer's stated preference (SP) and revealed preference (RP) for fresh certified pork by using Beijing urban residents' questionnaire survey data in December 2010. It models the factors of the consistency of SP–RP and calculates the marginal effect coefficients. The results indicate that these factors of whether consumer's household have children under 18 years old, consumer's knowledge about certified products and searching frequency about food quality information have significant impacts on the consistent probability of SP–RP. Furthermore, the income limit and higher price of safe certified products are still the most important economic factors affecting consumers' consistency of SP–RP for safety certified pork.