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.

Against the backdrop of the continuous large-scale growth of imported milk in China, in this research 310 consumers in Shanghai were used as a sample, and a choice experiment was conducted to study consumer preference and willingness to pay for imported milk. The following product attributes were included: nutrition claim, fat content, flavor, country of origin, and price. Our results show that, excepting price, consumers consider flavor the most important attribute, followed by nutrition claim, fat content, and country of origin. Consumers can be delineated into four segments based on consumer preference for the attributes of imported milk: “nutrition claim seekers” are willing to pay the highest price for imported milk with nutrition claims, “indifferent” consumers pay little attention to imported milk attributes, “flavor-oriented” consumers have a strong preference for strawberry-flavored imported milk, and “price-sensitive” consumers weigh the price when choosing imported milk.

Few studies have analyzed the behaviors of consumers in relation to their purchase of meat products produced with animal welfare in consideration under different decoy scenarios; thus, it is difficult to accurately understand consumer behaviors and to reduce the bias in the conclusions of this study regarding consumption preferences in relation to meat products that had been produced with animal welfare in consideration. With the frequent occurrence of cases connected with the quality and safety of meat in China, the welfare conditions of livestock and poultry urgently need to be improved. We used 810 consumers in Wuxi City, Jiangsu Province, China as our study sample, chose pigs and chickens, i.e., the two common species of livestock and poultry, as study cases, and set four types of decoy scenarios based on breeding time, breeding model, diet cleanliness label, and price attributes, to explore the purchasing options of consumers for meat produced with high levels of animal welfare, under different decoy conditions. A decoy effect was observed in a bounded rational consumption situation in relation to the purchasing behaviors of both chicken and pork. In a situation of chicken purchase, the decoy effect of the breeding model was the strongest, followed by that of price, diet cleanliness label, and breeding time. In the case of pork purchase, the decoy effect of the diet cleanliness label was the strongest, followed by price, breeding model, and breeding time. In a comprehensive comparison between the two types of consumption experiments, price decoy constantly played a significant role, while the decoy effect of breeding time was the weakest. Accordingly, we proposed that in addition to strengthening the knowledge of people in the welfare of livestock and poultry, designing a breeding model decoy or price decoy in the process of chicken sales and designing a diet cleanliness label decoy or price decoy in the process of pork sales can guide the demand of consumers for meat produced with high levels of animal welfare. The welfare of livestock and poultry should thus be improved.

To better understand the purchasing decision-making process of humane pork, and examine the internal relationship between consumers’ preferences in rational consumption and irrational decoy scenarios, 405 consumers in Wuxi City, Jiangsu Province, and China were surveyed. Attributes were set for breeding time, breeding mode, diet cleanliness label, and price, and the first three among them reflect animal welfare conditions. The results show that in the rational consumption scenarios, consumers pay the most attention to the price attribute, followed by the attribute of diet cleanliness label, breeding mode, and breeding time. In the irrational decoy scenarios, consumers are most likely to be affected by the attribute decoy of diet cleanliness label, which have the utility of avoiding food safety risks. In addition, the decoy effect triggered by the price attribute which owned the highest degree of rational preference among consumers is also substantially higher, but lower than that of the diet cleanliness label attribute. The decoy effect caused by the breeding time attribute with the lowest degree of consumers’ rational preference is also the lowest. Therefore, the government should strengthen the publicity of the humane treatment of pigs before slaughter, and improve the certification and management system of pigs’ diet cleanliness. Besides, marketers are suggested to emphasis the product attributes that customer’s value the most in their advertising.