Year: 2006
Type: article
Study design: Observational Study
Abstract: This study aims to examine whether Japanese consumers show a preference for particular types of food certification, particularly the organic Japanese Agricultural Standards (JAS) label, and how important certification of food products is compared to their freshness and source. Organic JAS certification is a certification system with government‐backed legal foundations. To consider these issues, we conducted a willingness to pay (WTP) survey for vegetables (spinach) as food products with a choice experiment (CE). The vegetables presented in the CE had four attributes: freshness, source, price, and certification. As a result, we found that Japanese consumers valued food certifications and had a WTP for them, including the JAS label. On the other hand, certification was a smaller factor than freshness and source in vegetable purchasing criteria. Freshness was the most important factor for Japanese consumers.
Authors: Masaji Sakagami, Masayuki Sato, Kazuhiro Ueta
Institutions: Nihon Fukushi University, Kyoto University
Language: English
Topic: Organic Food and Agriculture
Subfield: Plant Science
Domain: Life Sciences
SDG: Zero hunger
Open Access status: bronze
OpenAlex ID: W2014517030