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Realizing the market value of grassland resources is of great significance to finding a balance between ecological protection and economic development. As a unique livestock animal that is native to the Qinghai-Xizang Plateau, the yak plays an important role in maintaining ecosystem stability, ensuring the livelihoods of herdsmen, promoting socio-economic development, and preserving ethnic cultural traditions. However, given its small market share, little is known about the factors that drive Chinese consumer preferences for yak meat. This study aimed to investigate consumer preferences for yak meat by means of an online survey involving a sample of 2999 respondents from five cities in China. The best-worst scaling method was employed to measure the relative importance of different attributes of yak meat by using a purchasing scenario. The results indicated that quality-safety certification, freshness, and production sustainability were regarded as the most preferred attributes, whereas animal welfare, brand, and the purchasing channel were found to be the least preferred. In addition, significant heterogeneity was detected in consumer preferences. Consumers were divided into three classes, namely 'Price Sensitive Consumers,' 'Environmentally Friendly Consumers,' and 'Yak Meat Inclined Consumers,' respectively. Our findings might be helpful for policymakers and yak meat producers to develop targeted strategies to facilitate the sale of yak meat and then restore degraded grasslands., Competing Interests: Declaration of competing interest The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper., (Copyright © 2024 Elsevier Ltd. All rights reserved.)

A large number of studies have explored the separate roles of information and trust in consumer choices of organic food, but little attention has been paid to exploring the interactive effects of information and trust. Here, for the first time to our knowledge, we explored the joint effects of information and consumers' trust in shaping consumer preferences for organic food. A hypothetical choice experiment was employed to elicit consumer preferences for organic food, and a between-subject design approach was used to explore the effects of information. Our results from a sample of 2382 Chinese consumers indicated that consumers are willing to pay extra price for organic rice compared to the conventional rice. Notably, individuals with a high level of trust exhibited a significantly higher willingness to pay for organic rice than those with lower trust levels. Furthermore, the introduction of information leads to a substantial 40% increase in consumers' willingness to pay for organic rice, with an even more significant 50% increase observed among high-trust consumers. These results highlight the augmenting role of trust in amplifying the effects of information. Consequently, effective strategies should encompass both the provision of information and the cultivation of trust concurrently to promote consumer choices of organic food., Competing Interests: Declaration of competing interest The authors declare that they have no competing interests., (Copyright © 2023 Elsevier Ltd. All rights reserved.)

Fresh milk represents a major type of dairy product in China, while it remains at a low level in terms of consumption. Consumers' preferences are a crucial factor determining consumers' attitudes and behavior towards fresh milk consumption. However, little is known about what drives consumers' preferences for fresh milk. This study intends to fill this gap based on a survey with a sample of 1248 respondents in ten cities in China. The best-worst scaling (BWS) method was employed to measure the importance of different attributes that consumers consider when selecting fresh milk. The BWS result indicates that safety certification, shelf-life, and nutrition were ranked as the most important attributes of fresh milk, whereas origin, purchasing location, and package were found to be the least preferred attributes. Furthermore, the study also explored heterogeneities by dividing all samples into a developed area and a less developed area, and a latent class model (LCM) was then applied to classify consumers based on their preferences and demographics in these two areas, respectively. In developed areas, consumers were divided into "Safety First" and "Taste Sensitive", and Gender and Age were significant determinants of class membership. In less developed areas, consumers were classified as "Quality Sensitive" and "Brand Sensitive", while Education , Pregnancy , and Health condition were significant determinants of class membership. The findings might be useful for the government in terms of encouraging dairy companies to implement safety management certification, and suggest that companies should design differentiated strategies in different areas.