Chinese consumer preferences and willingness to pay for blockchain-traceable aquatic products

Introduction Aquatic product consumption in China has increased rapidly, alongside rising public concern about food safety risks such as antibiotic residues, heavy metals, and ecological impacts. Blockchain-enabled traceability may strengthen transparency and consumer trust, yet evidence on its market value in the aquatic sector remains limited. This study evaluates consumer preferences and willingness to pay (WTP) for blockchain-traceable shrimp products and examines how blockchain interacts with other quality signals. Methods Using Litopenaeus vannamei (whiteleg shrimp) as the study product, we conducted a discrete choice experiment with five attributes (traceability information, traceability technology, origin, certification, and price). Data were collected via an online survey platform (226 valid responses after quality screening). Preferences and heterogeneity were estimated using a mixed logit model, and WTP was derived from price coefficients, including interaction effects. Results Consumers showed strong purchase intention and significant premiums for blockchain traceability, production-stage traceability information, organic certification, imported origin, and domestic sea origin. The estimated WTP for blockchain-traceable shrimp reached ¥45.61/500g, representing a 47% increase compared with traditional traceability (¥30.98/500g). Organic certification generated the largest certification premium (¥43.28/500g), followed by green labels (¥38.42/500g). Preference heterogeneity was substantial: higher education and higher income were associated with stronger WTP for blockchain and more comprehensive traceability, while larger households exhibited lower premiums for imported products. Blockchain also showed positive complementarities with supply chain information and origin—particularly for imported and sea products—whereas its synergy with certification was limited. Discussion Blockchain traceability creates measurable market incentives in China’s shrimp market, especially when paired with salient origin and supply-chain information. These findings support targeted adoption strategies for firms (prioritizing segments with higher valuation and product types where complementarities are strongest) and provide evidence for policymakers seeking to strengthen food safety governance through digital traceability systems.