With the development of the economy and the continuous improvement of people’s living standards, consumers’ increasing demand for safe food has become an inevitable trend of social development. On the one hand, food safety is an urgent social problem needed to be solved in China. On the other hand, the food safety guarantee method based on a traceability system is popular. This paper systematically studies the influencing factors of consumers’ willingness to pay for the extra price of traceable pork in the Yanbian area through empirical analysis. The result showed that consumers’ attitude and subjective norms, and perceived behavior control, have significantly positively affect consumers’ willingness to pay the extra price. Meanwhile, consumers’ perceived risk of traceable pork significantly moderates the effect on consumers’ attitude and willingness to pay an extra price. The results can provide the corresponding reference for government agencies to formulate policies and provide valuable suggestions for enterprises to develop a pork traceability market to realize the development of a pork traceability system in the Yanbian area to ensure consumers’ food safety.

In recent years, China's agricultural listed companies have developed rapidly. This paper studies the operating efficiency of listed agricultural companies in China. exploring the factors that affect the operating efficiency of listed agricultural companies, and proposes targeted countermeasures for the development of listed agricultural companies. And give some suggestions to Korean agricultural companies and A share investors. This paper uses the DEA model, selects the 40 best-developed Chinese agricultural listed companies in 2018 as a sample, analyzes the operating efficiency of these companies, and added two new input variables: asset impairment losses (AIL) and business tax and surcharge (BTS), which will also have an impact on operating efficiency. This paper can provide reliable suggestions for the development of agricultural listed companies, and thus guide the healthy operation of agricultural companies.