A choice experiment to compare preferences for rice in Thailand and Japan: The impact of origin, sustainability, and taste
A choice experiment to compare preferences for rice in Thailand and Japan: The impact of origin, sustainability, and taste
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DOI：
10.1016/j.foodqual.2016.03.001
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发表时间：
2017-03-01
影响因子：
5.3
通讯作者：
Ujiie, Kiyokazu
中科院分区：
文献类型：
--
作者：
Aoki, Keiko;Akai, Kenju;Ujiie, Kiyokazu
日本和泰国已经加入了跨太平洋伙伴关系，该伙伴关系将更便宜的美国生产的大米引入这些国家的国内市场。这项研究调查了日本和泰国消费者对廉价美国产大米的偏好。为了比较这两个国家的大米支付意愿，我们采用了一个选择实验，包括五个属性：原产国，公平贸易标签，种植方法，口味排名和价格。随机参数logit模型估计结果表明，日本人比泰国人更喜欢有机大米，更不喜欢美国大米。泰国人比日本人更喜欢公平贸易。在这些国家中，为口味排名付费的意愿是相同的。口味排名在日本和泰国的支付意愿分别最低和第二低。此外，性别是最具影响力的社会经济特征。与泰国女性相比，日本女性更喜欢各种属性的优质大米，更不喜欢美国产的大米。这些结果表明，无论价格水平如何，日本人都不能接受美国产的大米，而如果价格水平足够低，泰国人可以接受。此外，日本大米生产商种植有机大米以在市场上竞争是合理的，而泰国大米供应商更喜欢提高其公平贸易标签。(C)2016爱思唯尔有限公司版权所有。
Japan and Thailand have joined the Trans-Pacific Partnership, which introduces cheaper US-produced rice into the domestic markets of these countries. This study investigates consumers' preferences for cheaper US-produced rice in Japan and Thailand. To compare the willingness to pay for rice in these two countries, we employ a choice experiment that comprises five attributes: country of origin, fair trade label, cultivation method, taste ranking, and price. The random parameter logit model estimation results show that Japanese people prefer organic rice more than Thai people do and dislike US rice much more than Thai people do. Thai people prefer fair trade more than Japanese people do. The willingness to pay for taste ranking is identical across these countries. Taste ranking has the lowest and second lowest willingness to pay in Japan and Thailand, respectively. Further, gender is the most influential socioeconomic characteristic. Japanese women prefer premium rice with various attributes and dislike US-produced rice more than Thai women do. These results suggest that US-produced rice is unacceptable for Japanese people regardless of the price level, while it could be acceptable for Thai people if the price level is adequately low. Additionally, it is reasonable for Japanese rice producers to grow organic rice to compete in the market, while Thai rice suppliers prefer to enhance their fair trade labels. (C) 2016 Elsevier Ltd. All rights reserved.