Diary industry in China has been in deep crisis since a series of quality scandals were exposed to public in 2008. Thanks to the traceability system in dairy supply chain and the growth of the internet, providing traceable dairy product information to the public is viewed as one of the best ways, mostly in terms of feasibility , to overcome the trust crisis and to promote the development of the dairy industry in China. However, among the tons of information available from the supply chain, there is a lack of knowledge on consumer preference. Based on choice-based conjoint analysis, this paper investigated consumer preference on dairy product traceable information query service. Specifically , this paper measured the value that consumers place on the dairy product traceable information. We used a multinomial logit model to estimate the preferences and offered 3 ways to explain the value of each kind of information that consumers are concerned about. Results indicate that different consumer groups hold different preferences.