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

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  • Peterson, Hikaru Hanawa
  • Yoshida, Kentaro

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.

Suggested Citation

  • Peterson, Hikaru Hanawa & Yoshida, Kentaro, 2004. "Quality Perceptions and Willingness-to-Pay for Imported Rice in Japan," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 36(1), pages 123-141, April.
    • Handle: RePEc:cup:jagaec:v:36:y:2004:i:01:p:123-141_02
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    Cited by:

    1. Moeltner, Klaus & Neill, Clinton L. & Ramsey, Austin F. & Wang, Huaiyu, 2023. "Eliciting Choice Across Borders: Preferences for U.S. Rice Among Ethnic Chinese in China and the United States," 2023 Annual Meeting, July 23-25, Washington D.C. 335680, Agricultural and Applied Economics Association.
    2. Han, Doo Bong & Nayga, Rodolfo M., Jr. & Lee, Ji Yong & Yoon, Jong Min, 2012. "Assessing Korean Consumers’ Valuation for Domestic and Imported Rice: Importance of Country of Origin and Food Miles Information," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119817, Southern Agricultural Economics Association.
    3. Zhang, Yan & Jin, Shaosheng, 2020. "Hedonic valuation of country of origin in the Chinese dairy market," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.
    4. Pei Xu & Junling Zhou & Srini Konduru, 2021. "Chinese Consumers’ Willingness to Pay for Almonds as a Healthy Snack," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 1-35, July.
    5. Fujimoto, Takashi & Watanabe, Masahide, 2022. "Comparison of the price adjustment program and subsidy scheme in Japan: Evaluation of domestic sugar support policy to internalize positive externalities," Japan and the World Economy, Elsevier, vol. 61(C).
    6. Meixner, Oliver & Kubinger, Magdalena & Haghirian, Parissa & Haas, Rainer, 2018. "Empirical Research in Foreign Cultures: The Case of Japanese Rice," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276881, International European Forum on System Dynamics and Innovation in Food Networks.

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