Quality Perceptions and Willingness-to-Pay for Imported Rice in Japan

Hikaru Hanawa Peterson () and Kentaro Yoshida

Journal of Agricultural & Applied Economics, 2004, vol. 36, issue 1, pages 123-141

Abstract: ttitudes of Japanese consumers towards domestic and foreign varieties of rice are analyzed based on a survey. We find that the current retail prices for imported rice are higher than the average consumers' willingness-to-pay (WTP), while most domestic rice is priced below average WTP. Unfamiliarity or negative perceptions of safety and flavor of foreign rice lowers the WTP substantially. The WTP for U.S. rice is limited more by negative perceptions of flavor than from concerns about food safety.

Keywords: choice experiment; food safety; Japan; quality perceptions; rice; U.S. export; willingness-to-pay (search for similar items in EconPapers)
JEL-codes: Q13 (search for similar items in EconPapers)

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Journal of Agricultural & Applied Economics is edited by Jeffrey M. Gillespie

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