Abstract
Eco-labeling systems to indicate the environmental sustainability of products have been implemented in many countries. In this study I evaluated the characteristics of consumer preference for eco-labeled rice using a hypothetical choice experiment conducted on members of the general public in the Tokyo and Osaka metropolitan areas. Subsequently, I used the contingent valuation method (CVM) to analyze consumer evaluations of Toki-friendly rice. In my investigation, the heterogeneity of consumer preference was considered using a latent class model as the consumer choice model. I found consumer heterogeneity and several classes of consumer preference in rice consumption, and it was apparent that some consumers were concerned about agrochemical usage in cultivation, and the biodiversity of paddy fields. This type of consumer might be a promising target for the purchase of eco-labeled rice. The results of this study also suggested that food safety or environmental issues alone were not sufficient to attract consumers. Taste should also be emphasized in the marketing of eco-labeled rice. The CVM analysis indicated that these consumers were more willing to pay for Toki-friendly rice than were general consumers.
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Ujiie, K. (2014). Consumer Preferences and Willingness to Pay for Eco-labeled Rice: A Choice Experiment Approach to Evaluation of Toki-Friendly Rice Consumption. In: Usio, N., Miyashita, T. (eds) Social-Ecological Restoration in Paddy-Dominated Landscapes. Ecological Research Monographs. Springer, Tokyo. https://doi.org/10.1007/978-4-431-55330-4_18
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DOI: https://doi.org/10.1007/978-4-431-55330-4_18
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