Amid high-profile food scares, health concerns and threats of information imperfection and asymmetry, the Chinese pork industry faces increasing demands from consumers for assurances regarding quality and production methods in both the domestic and export markets. Using a real choice experiment (RCE), 316 consumers in Wuxi, located in China’s Jiangsu Province, were randomly surveyed to examine the impact of various factors (e.g., traceability, lean meat essence testing, animal welfare, appearance, and price) on consumers’ preference and willingness to pay (WTP) for pork products. A random parameter logit model was estimated, and the results show that having a traceable code is the second important factor after price for consumers, corresponding to a WTP of 4.76 yuan per catty, followed by a bright red appearance, a national stocking density standard of animal welfare, and detected no lean meat essence, corresponding to a WTP of more than 2 yuan per catty. In addition, there is a complementary interrelationship between a traceable code and a bright red appearance, detected no lean meat essence, and a national stocking density standard of animal welfare. The results concerning the latent class model (LCM) indicate that 56.9% of consumers are “quality-focused” consumers who are willing to pay a high price for traceable code, detected no lean meat essence, a national stocking density standard of animal welfare, and bright red appearance attributes. A further 28.1% are “price-sensitive” consumers who pay significant attention to the price, and the price that they pay for each product is meagre. The consumers with “preference combination attributes” attach greater value to interaction attributes, such as a traceable code combined with detected no lean meat essence or a bright red appearance and detected no lean meat essence combined with a national stocking density standard of animal welfare or a bright red appearance, accounting for 15% of consumers. The government should improve the traceability system, increase the intensity of lean meat essence testing, promote the welfare level of pigs, and promote public education and publicity on pork quality and safety attributes. Meanwhile, enterprises can formulate “differentiated” pork products, according to different consumer groups, and appropriately increase prices, according to production costs, in order to meet the requirements for pork quality and safety for consumers.

Revealing the level of cultivated land use efficiency and its influencing factors in the northern agro-pastoral ecotone from the perspective of population contraction can provide a decision-making reference for ensuring national food security and promoting the implementation of rural revitalization strategies. In this paper, using the stochastic frontier production function and a Tobit regression model, we reveal the current situation of rural population shrinkage in the agro-pastoral ecotone in northern China and the spatial and temporal evolution characteristics of cultivated land use efficiency, and identify influencing factors based on the perspective of “human–land”. The results show the following: (1) The rural population in all provinces and counties in the agro-pastoral ecotone in northern China showed a continuous loss trend. The southwest was a hot spot area for rural population reduction, and the northeast was a cold spot area for rural population reduction. (2) During 2000–2020, the cultivated land use efficiency in the agro-pastoral ecotone in northern China showed a fluctuating upward trend, rising from 0.595 in 2000 to 0.754 in 2020. Spatially, the cultivated land use efficiency in the agro-pastoral ecotone in northern China showed the characteristic of being higher in the northeast and lower in the southwest, and the cultivated land use efficiency in some counties in the central and southwestern parts showed a downward trend. (3) The cultivated land use efficiency in the agro-pastoral ecotone in northern China is comprehensively affected by multiple factors. The following factors were determined, presented in descending order of the absolute value of influence degree: proportion of the population over 65 years old > multiple cropping index > proportion of cultivated land area > proportion of rural population > average years of education > population change rate. Based on these results, this paper puts forward measures to improve cultivated land use efficiency in the agro-pastoral ecotone in northern China from the perspective of population shrinkage, so as to provide references for ensuring national food security and promoting rural revitalization.