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Japanese Consumers' Perceptions on and Willingness to Pay for Credence Attributes Associated with Canola Oil

Published online by Cambridge University Press:  28 April 2015

Wuyang Hu ,
Kevin Chen  and
Kentaro Yoshida
Wuyang Hu
Affiliation:
Department of Resource Economics, University of Nevada, Reno
Kevin Chen
Affiliation:
Department of Rural Economy, University of Alberta, Canada
Kentaro Yoshida
Affiliation:
Institute of Policy and Planning Sciences, University of Tsukuba, Japan
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Abstract

In this study we found that Japanese consumers value the conventional health claim “low in saturated fat” more than the relatively newer claims, such as “high in oleic acid.” In addition, consumers do not prefer oil with genetically modified ingredients or oil that is not domestically produced, but they are willing to pay extra for “organic” or “functional food” features. We also found that the scope and source of information on these credence attributes may also affect consumers' choices and willingness to pay and that the effects may not be completely consistent with what one would expect.

Keywords

canola oilchoice-based conjointcredence attributesJapanese consumerswillingness to payD12Q13
Type
Articles
Information
Journal of Agricultural and Applied Economics , Volume 38 , Issue 1 , April 2006 , pp. 91 - 103
Copyright
Copyright © Southern Agricultural Economics Association 2006

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