Japanese Consumers’ Perceptions on and Willingness to Pay for Credence Attributes Associated with Canola Oil Report as inadecuate




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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 oil ; choice-based conjoint ; credence attributes ; Japanese consumers ; willingness to pay

Subject(s): Consumer/Household Economics

Demand and Price Analysis

Food Consumption/Nutrition/Food Safety

Issue Date: 2006-04

Publication Type: Journal Article

PURL Identifier: http://purl.umn.edu/43751 Published in: Journal of Agricultural and Applied Economics, Volume 38, Number 1 Page range: 91-103

Total Pages: 13

JEL Codes: D12; Q13

Record appears in: Southern Agricultural Economics Association (SAEA) > Journal of Agricultural and Applied Economics





Author: Hu, Wuyang ; Chen, Kevin Z. ; Yoshida, Kentaro

Source: http://ageconsearch.umn.edu/record/43751?ln=en



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