Hometown effect on consumer preferences for food products
Hometown effect on consumer preferences for food products
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DOI：
10.22434/ifamr2021.0164
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发表时间：
2023-02
影响因子：
1.5
通讯作者：
H. Aizaki;Kazuo Sato;T. Nakatani
中科院分区：
文献类型：
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作者：
H. Aizaki;Kazuo Sato;T. Nakatani
本研究探讨消费者的家乡取向如何影响他们对食品的偏好。在食品方面，消费者可能更喜欢家乡生产的产品，而不是国内其他地区生产的产品。我们认为，由于人口迁移，消费者目前或当地的居住地不一定是他们的家乡。在消费者支付意愿的框架下定义了家乡效应之后，我们基于日本的消费者调查，应用双界二分类选择条件评估方法来评估家乡效应对大米产品的影响。本研究发现，消费者的家乡取向显著影响他们对家乡生产的大米产品的偏好。根据消费者的支付意愿，该产品的家乡效应估计为每公斤48日元（0.44美元）。家乡效应相对于基品价格的溢价率为12.4%。食品标签上注明更详细的原产地信息可能是一种潜在的营销策略，以吸引来自该地区但目前居住在其他地区的消费者。
This study examines how consumers’ hometown orientation affects their preferences for food products. Regarding food products, consumers may prefer products from their hometown over those produced in other domestic areas, among other factors. We consider that due to population migration, a consumers’ current or local place of residence may not necessarily be their hometown. After defining the hometown effect with a framework of consumer willingness to pay, we apply a double-bounded dichotomous choice contingent valuation method to value the hometown effect on a rice product, based on a consumer survey conducted in Japan. This study reveals that consumers’ hometown orientation significantly affects their preferences for the rice product produced in their hometown. The magnitude of the hometown effect for the product is estimated at 48 JPY (0.44 USD) per kg in terms of consumer willingness to pay. The premium rate of the hometown effect compared with the price of the base product is 12.4%. Food labels indicating more detailed region of origin information could be a potential marketing strategy to appeal to consumers from that region but currently living in other areas.