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Japanese willingness to pay for agricultural products with the 'U.S.A.' label: A choice-based conjoint analysis for pork.

机译：日本愿意通过“美国”购买农产品。标签：猪肉的基于选择的联合分析。

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摘要

More than forty U.S. export markets require the use of country-of-origin labeling (COOL). The image associated with the U.S.A. label will have an increasingly important impact on how U.S. agricultural products compete in export markets. The United States sends more agricultural products to Japan than any other overseas destination. As a major market for U.S. agriculture exports, Japan requires mandatory COOL for all fresh foods and ingredients of selected processed foods. Country-of-origin information plays an important role when consumers shop at a grocery store, as they may use the origin information to evaluate the product. Previous studies indicated that country-of-origin indeed affected consumers' preferences and purchase decisions. Moreover, the United States faces fierce competition in the Japanese market from other major exporters, such as Denmark and Canada. By identifying the determinants that affect Japanese consumers' preferences and WTP values for pork from different sources, this study used the Japanese market to better understand the effectiveness of the "U.S.A." label and provide guidelines for U.S. agricultural producers and exporters to develop marketing strategies towards the targeted markets.;A choice-based conjoint analysis mail survey was conducted to assess Japanese consumers' willingness to pay for pork from three different sources: Japan, the United States, and Denmark. Eligible participants were residents in three cities in Japan. Particular questions about attitudes towards country-of-origin information, foreign produce, beliefs about food safety levels, and the nation's self sufficiency of food were provided to the subjects. Questions about the demographics of the participants were also asked in the survey. Six sets of similar questions were presented to the participating consumers to assess their WTP for pork from different origins.;A conditional logit model was conducted to analyze the choice data. The results of this study indicated that Japanese consumers preferred domestic pork products in general. In particular, both female and male consumers were willing to pay more for Japanese pork, while males would pay a higher amount for pork with the "U.S.A." label than females. In addition, subjects with children in high school or younger in the household were willing to pay more for domestic pork. The results of the survey showed that Japanese consumers were concerned about the applications of agricultural production techniques in U.S., such as hormones, pesticides, and antibiotics. Not as hypothesized, older people did not show any preference for domestic pork. Moreover, income did not affect the preference for domestic pork. In terms of the effect of the confirmed BSE cases in the United States, the subjects whose opinions of safety of U.S. pork/poultry worsened were willing to pay less than those people whose opinions did not change or improved. In the end, how much time people spent in the U.S. did not influence Japanese preferences for domestic pork.
机译：美国有40多个出口市场需要使用原产国标签（COOL）。与美国标签相关的图像将对美国农产品在出口市场上的竞争产生越来越重要的影响。美国向日本出口的农产品比任何其他海外目的地都要多。作为美国农产品出口的主要市场，日本要求所有新鲜食品和部分加工食品的成分必须强制使用COOL。消费者在杂货店购物时，原产地信息起着重要作用，因为他们可能会使用原产地信息来评估产品。先前的研究表明，原产地确实影响了消费者的偏好和购买决定。而且，美国在日本市场上面临来自丹麦和加拿大等其他主要出口国的激烈竞争。通过确定影响日本消费者喜好和不同来源猪肉的WTP值的决定因素，本研究利用日本市场更好地了解了“美国”的有效性。标记并为美国农业生产者和出口者制定针对目标市场的营销策略提供指导。进行了基于选择的联合分析邮件调查，以评估日本消费者从三种不同来源购买猪肉的意愿：日本，美国和丹麦。合格的参与者是日本三个城市的居民。向受试者提供了有关对原产国信息的态度，外国产品，对食品安全水平的信念以及国家食品自给自足的特别问题。在调查中还询问了有关参与者的人口统计的问题。向参与的消费者提出了六组相似的问题，以评估他们来自不同来源的猪肉的WTP。进行了有条件logit模型来分析选择数据。这项研究的结果表明，日本消费者总体上偏爱国产猪肉产品。尤其是，男性和女性消费者都愿意为日本猪肉支付更高的价格，而男性在“美国”的情况下愿意为猪肉支付更高的价格。标签比女性。另外，有高中或小孩的孩子的家庭愿意为猪肉支付更高的价格。调查结果表明，日本消费者担心激素，农药和抗生素等农业生产技术在美国的应用。没有假设，老年人没有表现出对家养猪肉的偏爱。此外，收入并未影响对猪肉的偏爱。就已确认的疯牛病病例在美国的影响而言，美国猪肉/家禽安全性意见恶化的受试者比那些观点没有改变或改善的人愿意支付更少的费用。最后，人们在美国呆了多少时间并没有影响日本人对国产猪肉的偏好。

著录项

  • 作者

    Jiang, Haiyan.;

  • 作者单位

    University of Delaware.;

  • 授予单位 University of Delaware.;
  • 学科 Economics Agricultural.
  • 学位 M.S.
  • 年度 2009
  • 页码 97 p.
  • 总页数 97
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 农业经济;
  • 关键词

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