preferences for traceable pork were elicited from 157 consumers in Wuxi，Jiangsu Province，China using the Becker-DeGroot-Marschak （BDM） mechanism with additional biochemical testing and origin certification labels as ex ante verification attributes，and farming information，and slaughter，processing，and distribution information as ex post traceability attributes，thereby establishing price levels for the different attributes. On this basis，preferences for ex ante verification and ex post traceability were further assessed in 598 consumers from typical regions in Jiangsu Province，China using a menu choice experiment with exhaustive alternatives model-based random utility theory. The study revealed that compared to the choice experiment，respondents were more price sensitive in the menu choice experiment framework，and there was a more significant substitute relationship between the attributes，so that respondents had a lower willingness to pay in the menu choice experiment，which was more close to the results of experimental auction. Moreover，respondents had a higher marginal utility for ex ante information verification attributes and origin certification of traceable pork，indicating that consumers preferred avoiding health damage，rather than being compensated for health damage. This study may provide a new way to investigate consumers’ behaviors regarding food safety and help revise the bias that may exist in the choice experiment.