Chinese consumers are increasingly worried about food safety. This study looked at how labeling on pork packaging affects how much people are willing to pay for it. They found that consumers care most about food safety, and are willing to pay more for pork labeled as safe. People in big cities also value animal welfare and environmental practices. Overall, including risk perceptions in pricing leads to higher values. This means that there is a demand for pork with these labels, which can benefit both foreign and domestic producers.