Organic food plays an important role in improving food safety and environmental sustainability.
Although organic food has received a lot of attention in China, the organic market is still developing
slowly. China is the largest pork consumer in the world; it is imperative to actively develop the
organic food industry in China, especially the organic pork industry. The production of organic
products and the activation of the certification system can be determined by consumers' willingness
to pay. This paper estimated Chinese consumers' preferences and willingness to pay for the attributes
of pork, focusing on animal welfare and organic feed certification. A choice experiment was
conducted to investigate Chinese consumers' preferences. This paper also compared the consumers'
willingness to pay for organic-certified pork by classifying consumers according to their awareness
and reliability for organic certification. The estimated results revealed that consumers are willing to
pay the highest price premium for the attribute of the origin of China, followed by the attributes of
organic feed, the origin of Europe, and animal welfare. This paper also found that increasing
consumers' awareness and reliability toward organic certification could draw consumers' demand for
organic pork, which suggests raising awareness is one of the effective policy alternatives for
developing and activiting the market of organic food in China.