A white conductive powder, comprising: titanium oxide particles; and tin oxide particles that coat surfaces of the titanium oxide particles, wherein the mass ratio (SnO 2 /TiO 2) of tin oxide to titanium oxide in the white conductive powder is in a range of 0.5 to 0.9, the titanium oxide particles contain: K, Mg, Nb, and Zr each at a content of 0.01% by mass to 0.2% by mass the white conductive powder does not contain antimony and indium, a crystal structure of the titanium oxide particles is a rutile structure, the degree of rutile of the titanium oxide particles is in a range of 90% to 98%, wherein the degree of rutile is calculated by a method including: measuring an X-ray diffraction pattern of the titanium oxide particles; obtaining an intensity area of a diffraction peak which is derived from each of the rutile structure, an anatase structure, and a brookite structure; calculating an intensity ratio of the diffraction peaks (the intensity area of the diffraction peak derived from the rutile structure / (the sum of the intensity areas of the diffraction peaks derived from the rutile structure, the anatase structure, and the brookite structure)) as the degree of rutile, the average particle size of the titanium oxide particles is in a range of 100 nm to 500 nm, wherein the average particle size of the titanium oxide particles is a medium diameter measured by a laser diffraction and scattering method, and the average particle size of the tin oxide particles is in a range of 1 nm to 50 nm, wherein the average particle size of the tin oxide particles is measured by scanning electron microscope. titanium oxide particles; and tin oxide particles that coat surfaces of the titanium oxide particles, wherein the mass ratio (SnO 2 /TiO 2) of tin oxide to titanium oxide in the white conductive powder is in a range of 0.5 to 0.9, the titanium oxide particles contain: K, Mg, Nb, and Zr each at a content of 0.01% by mass to 0.2% by mass the white conductive powder does not contain antimony and indium, a crystal structure of the titanium oxide particles is a rutile structure, the degree of rutile of the titanium oxide particles is in a range of 90% to 98%, wherein the degree of rutile is calculated by a method including: measuring an X-ray diffraction pattern of the titanium oxide particles; obtaining an intensity area of a diffraction peak which is derived from each of the rutile structure, an anatase structure, and a brookite structure; calculating an intensity ratio of the diffraction peaks (the intensity area of the diffraction peak derived from the rutile structure / (the sum of the intensity areas of the diffraction peaks derived from the rutile structure, the anatase structure, and the brookite structure)) as the degree of rutile, the average particle size of the titanium oxide particles is in a range of 100 nm to 500 nm, wherein the average particle size of the titanium oxide particles is a medium diameter measured by a laser diffraction and scattering method, and the average particle size of the tin oxide particles is in a range of 1 nm to 50 nm, wherein the average particle size of the tin oxide particles is measured by scanning electron microscope.