Survey on consumer purchasing attitudes for environment, ecosystem and biodiversity friendly rice

2016 Fiscal Year Final Research Report

• Project/Area Number: 25350039
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Home economics/Human life
• Research Institution: Gifu Shotoku Gakuen University
• Principal Investigator: INAGAKI Masakazu 岐阜聖徳学園大学, 経済情報学部, 准教授 (60451548)
• Project Period (FY): 2013-04-01 – 2017-03-31
• Keywords: 選択実験 / 生態系・生物多様性 / 保全意識 / 環境保全米

Outline of Final Research Achievements

In this research, we aimed to investigate consumers’ consciousness of purchasing when environmental protection targets differ. In order to conduct choice experiment, we assume virtual environmentally friendly rice targeted for “Toki” and “migratory birds”. As a result, we revealed that consumers believe that they can pay for ecosystem / biodiversity conservation. These consumers’ MWTP for “Toki” is 1090.3 yen and for “migratory birds” is 750.2 yen. It was suggested that the intention to pay will change if the conservation target is different. However, these MWTP value is lower than the MWTP values of other attributes. So, these results means that conservation value is secondary value of rice.

Free Research Field

環境経済学