| Project/Area Number |
21K14926
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| Research Category |
Grant-in-Aid for Early-Career Scientists
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| Allocation Type | Multi-year Fund |
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| Review Section |
Basic Section 41010:Agricultural and food economics-related
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| Research Institution | Kyushu University |
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Principal Investigator |
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| Project Period (FY) |
2021-04-01 – 2023-03-31
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| Project Status |
Completed (Fiscal Year 2022)
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| Budget Amount *help |
¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2022: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2021: ¥130,000 (Direct Cost: ¥100,000、Indirect Cost: ¥30,000)
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| Keywords | Consumer behavior / Olive oil / Experimental auction / willingness to pay / experimental auctions / Willingness to pay / consumer behaviour / Health consciousness |
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| Outline of Research at the Start |
In this research, an experimental auction will be conducted where participants will place bids for a product in an attempt to win it and eventually pay for it. This auction will be conducted several times with one difference each time. the difference will be the first round (training round where participants learn about the experimental auctions). By using different training rounds, we will understand how each one can affect the willigness to pay of the participants for the same prodcut.
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| Outline of Final Research Achievements |
The objective of this study was to assess the effects of health consciousness on consumption of olive oil in Japan. To do so, an experimental auction was conducted where participants were divided into several groups ranging from 6 to 9 people. The process of the experiment started with an explanation on how the auction works followed by a practice round to get the participants to fully understand the auction mechanism. once the practice round was over, the participants took a quiz to assess their understanding of the auction and finally the actual auctions were conducted. Inbetween the 2 rounds, the participants were given information on the health benefits of the olive oil. The results of this research showed that participants with better understanding of the benefits of olive oil had a higher willingness to pay for it. This suggests that even relatively young people are becoming more health conscious, wanting to prevent diseases in the future.
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| Academic Significance and Societal Importance of the Research Achievements |
I demonstrated to what extent participants retained factual knowledge (image/ Knowledge/ Evidence) then I clarified how the difference in cognitive level affects the willingness to pay for olive oil. Research on Olive oil in Japan is very limited making this study's theme unique and new.
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