New Zealand Journal of Agricultural Research abstracts
Measuring consumer preferences regarding organic labelling and the JAS label in particular
Masaji Sakagami
Department of Human Environment and Information
Technology
Nihon Fukushi University
Aichi, Japan
sakagami@n-fukushi.ac.jp
Masayuki Sato
Kazuhiro Ueta
Department of Economics
Kyoto University
Kyoto, Japan
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.
Keywords JAS; choice experiment; consumer preferences; organic label
A05038; Received 15 September 2005; accepted 2 June 2006; Online publication date 4 July 2006
New Zealand Journal of Agricultural Research, 2006, Vol. 49: 247–254
0028–8233/06/4903–247 © The Royal Society of New Zealand 2006
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