Consumers' willingness to pay and the traceability information nodes setting of food supply chain

A function of consumers' willingness to pay influencing the location and quantity of supply chain traceability information nodes is constructed. From the perspectives of consumer behavior characteristics and information diffusion patterns, the influence factors and their functions are explored which determine consumers' willingness to pay for food traceability information. The results show that manufacturers allocate node positions in a balanced manner according to the degree of information, and the increase in consumers' willingness to pay will encourage manufacturers to increase the number of information nodes. Consumer behavior characteristics and market information diffusion patterns determine consumers' willingness to pay, which in turn affect the setting of information nodes. Consumers with lower risk appetite and greater tolerance for market adjustment have a greater willingness to pay for highly traceable information food in markets with fast information transmission rates and high information sensitivity. It is also conducive for the government to promote the pilot work in the initial stage of the construction of the supply chain traceability system. © 2021, Editorial Department of Journal of Southeast University. All right reserved.