A noncompensatory choice experiment analysis of Japanese consumers' purchase preferences for beef

Hideo Aizaki, Manabu Sawada, Kazuo Sato and Toshiko Kikkawa

Applied Economics Letters, 2012, vol. 19, issue 5, 439-444

Abstract: In this article, we consider the noncompensatory valuation of food safety among Japanese consumers with regard to the purchase of beef. Using a choice experiment with a wide range of choice rules, we examine the valuation of beef by Japanese consumers in terms of the country of origin and Bovine Spongiform Encephalopathy (BSE)-test status of beef. The results reveal that a Random Parameters Logit (RPL) model along with the noncompensatory choice rules is more suitable than a compensatory model for measuring the valuation of food safety with regard to beef by consumers who are conscious of food safety. Further, the Willingness to Pay (WTP) for each BSE-tested type of beef reveals that Japanese consumers regard the BSE test as rather important for ensuring the food safety of beef.

Date: 2012
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DOI: 10.1080/13504851.2011.583207

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