This study investigates Chinese consumers' attitude towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on western consumers' attitudes to various forms of food production, little is known about such attitudes in other cultural contexts. A cross-sectional survey was carried out in six Chinese cities and 473 valid questionnaires were obtained. Results indicate that Chinese consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety which furthermore can provide lean meat with consistent quality are also preferred compared to farms that have less focus on food safety. Chinese consumers also rejected imported pig breeds and tasty but variable meat.