“…Along with growing beef demand, Chinese consumers have become increasingly discerning about the safety of food products (Ortega et al, 2011; Ortega et al, 2012; Wang et al, 2008). Food safety issues arise, in large part, because of asymmetric information between consumers and producers, providing incentives for agents in the food industry to behave opportunistically (Akerlof, 1970; Hölmstrom, 1979; Ollinger & Bovay, 2020; Starbird, 2005). Traceability, which allows for a product to be traced back to the point of origin, has been a recognized tool to mitigate information asymmetry and improve food safety (Hobbs, 2004; Pouliot & Sumner, 2008).…”