Perception bias, social embedding and consumer willingness to pay for chilled pork packaging: empirical analysis based on multiple experiments

Jiehong Zhou is a Professor of Food Policy at the Food Quality and China Academy of Rural Development at Zhejiang University, China. She is also the director of the Research Center for Food Quality and Safety Management. She obtained her doctorate in agricultural economics from Zhejiang University in 2005. Her current research interests cover food safety and supply chain governance, and food marketing.

Fei Han is a PhD candidate at the China Academy of Rural Development and School of Public Affairs at Zhejiang University, China. He is also a visiting scholar and part-time research associate of Economic Growth Center at Economic Division, School of Social Science of Nanyang Technological University. He obtained a master's degree in economics from Qufu Normal University in 2017. Early in his research career, he pursued an interest in food marketing and consumer economics research with a focus on food industry governance and regulation.

Xiaoyu Han is a master's degree applicant in agricultural economics at Zhejiang University. She is beginning to explore the next steps in agricultural and rural affairs public servant work in Western China.

Zhen Yan is a research fellow at the China Academy of Rural Development and School of Public Affairs at Zhejiang University, China. She received her doctorate in agricultural economics and management from Zhejiang University in 2015. She conducted collaborative post-doctoral research at University of Illinois at Urbana Champaign. Dr. Yan's research focuses on big data and food safety governance, sustainable development of fisheries, and sustainable consumption.