Investigating the effects of altruism on consumer preference for food from disaster-affected regions: A case of Japan
Investigating the effects of altruism on consumer preference for food from disaster-affected regions: A case of Japan
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DOI：
10.1016/j.jafr.2021.100215
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发表时间：
2021-09-29
影响因子：
3.8
通讯作者：
Bolt, Timothy
中科院分区：
文献类型：
--
作者：
Aruga, Kentaka;Bolt, Timothy
消费者的捐赠意愿，以支持受灾地区是众所周知的利他主义有关。本研究探讨了消费者对受灾地区食品的偏好如何受到消费者利他主义程度的影响，并确定了不同类型食品的利他主义影响的差异。对日本消费者进行了选择实验，并将广义混合logit模型和潜在类别分析相结合应用于所获得的样本。该研究发现，与在国家一级更广泛分发的食物相比，在当地消费的食物（如大米）往往不太能有效地吸引捐赠态度。该研究还表明，像金枪鱼这样的奢侈品，被发现与利他主义有关，更能有效地吸引来自受灾地区的捐赠消费。
Consumer's willingness to donate to support the disaster-affected region is known to be related to altruism. This study examines how consumer preference for food from disaster-affected regions is affected by the degree of consumer's altruism level and identifies the difference in the impacts from such altruism by types of food. A choice experiment was conducted on Japanese consumers and combinations of generalized mixed logit model and latent class analysis were applied on the obtained sample. The study finds that food that is consumed locally like rice tends to be less effective to draw donative attitudes compared to food distributed more widely at the national level. The study also reveals that a luxury good like tuna, which is found to be connected to altruism, is more effective to lure donative consumption toward food from disaster-affected regions.