Contents of product attributes and the decoy effect: A study on traceable pork from the perspective of consumer utility

From the perspective of consumer utility, this study conducted a survey‐based experimental analysis involving two types of traceable pork hindquarters on grocery shoppers from the city of Nanjing, Jiangsu Province, China. Results showed that decoy effect existed in the purchase of traceable pork hindquarters. Furthermore, the decoy effect associated with traceability information reflecting pork quality and safety was higher than that associated with appearance and a comparable price. This study has implications on marketing of food, including pork, and contributes to establishing a multilevel traceable pork system through a combination of different product attributes.