An Actual Purchasing Experiment for Investigating the Effects of Eco-Information on Consumers’ Environmental Consciousness and Attitudes Towards Agricultural Products
Keiko Aoki*1, Kenju Akai*2, Kiyokazu Ujiie*3,
Takeshi Shinmura*4, and Nariaki Nishino*2
*1Department of Research Promotion, Yokohama National University, 79-5 Tokiwadai, Hodogaya-ku, Yokohama 240-8501, Japan
*2Graduate School of Engineering, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo 113-8656, Japan
*3Graduate School of Life and Environmental Sciences, University of Tsukuba, 1-1-1 Tennodai, Tsukuba-shi, Ibaraki 305-8572, Japan
*4Ganko Food Service Co. Ltd., 8F, Meiji-Yasuda-Seimei Building, 2-13 Shinkitano 1-Chome, Yodogawa-ku, Osaka 532-0025, Japan
This study investigates the effects of eco-information on the environmental consciousness and attitudes of consumers towards agricultural products. We focus on Japanese rice to provide recommendations to protect the Ibis, an endangered bird in Japan, and evaluate how Ecologically Conscious Consumer Behavior (ECCB) affect consumers’ Willingness To Pay (WTP) via the choice experiment method. Participants are provided with the necessary eco-information pertaining to rice production, and are required to taste and purchase the rice. The results indicate that consumers with high ECCB display higher WTP after they are provided with the necessary eco-information pertaining to rice production.
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