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

Hikaru Hanawa Peterson and Kentaro Yoshida

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

Abstract: Attitudes of Japanese consumers toward domestic and foreign varieties of rice were analyzed on the basis of a survey. We found that the current retail prices for imported rice are higher than the average consumers' willingness-to-pay (WTP), whereas most domestic rice was priced below the average WTP. Unfamiliarity or negative perceptions of the safety and flavor of foreign rice lowered WTP substantially. The WTP for U.S. rice was limited more by negative perceptions of flavor than from concerns about food safety.

Date: 2004
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