The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan: Non-hypothetical choice experiment with tasting
The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan: Non-hypothetical choice experiment with tasting
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DOI：
10.1016/j.foodqual.2018.11.021
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发表时间：
2019-07-01
影响因子：
5.3
通讯作者：
Nishino, Nariaki
中科院分区：
文献类型：
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作者：
Aoki, Keiko;Akai, Kenju;Nishino, Nariaki
我们调查了消费者对采用保护朱鹮（日本濒临灭绝鸟类的象征）的栽培方法生产的稻米类型信息的反应。我们采用了具有真实货币激励的非假设选择实验，参与者品尝三种类型的大米——新泻大米、佐渡大米和佐渡宜必思认证大米（宜必思大米）——并选择一种带回家。参与者在每个选择集中做出两次决定，一次在品尝之前，一次在品尝之后。使用三种信息处理：来自厨师和消费者的口味排名信息、种植方法信息和无信息。比较宜必思稻的预期支付意愿和实际支付意愿（WTP），仅种植方法信息就使支付意愿增加了三倍。在提及厨师的参与者中，口味排名信息处理中的WTP变低，但所有参与者的预期阶段和实际阶段之间的偏好没有显着差异。对于佐渡米，当我们不提供信息或提供有关栽培方法的信息时，支付意愿会增加。在这两种情况下，相对于新泻稻米的支付意愿都从负值变为正值；然而，这个支付意愿比宜必思大米要低。这些结果表明，消费者对保护濒危物种的栽培方法的过程和努力的信息比对口味排名的信息更敏感。
We investigate consumers' reactions to information on rice types produced using a cultivation method that protects the crested ibis (Nipponia nippon), a symbol of the endangered birds of Japan. We employ a non-hypothetical choice experiment with real monetary incentives, in which participants taste three types of rice-Niigata rice, Sado rice, and Sado-Ibis certified rice (Ibis rice)-and choose one to take home. The participants make decisions twice in each choice set, once before and once after tasting. Three information treatments are used: information about taste ranking from chefs and consumers, cultivation method, and no-information. Comparing the expected and actual willingness to pay (WTP) for Ibis rice, only the cultivation method information increases the WTP, which triples. The WTP in the taste ranking information treatment becomes lower among the participants who refer to chefs, but there is no significant difference in preferences between the expected and actual stages among all participants. For Sado rice, the WTP increases when we provide no-information or information on the cultivation method. In both cases, the WTP changes from negative to positive relative to Niigata rice; however, this WTP is less than that for Ibis rice. These results imply that consumers are more sensitive to information of process and effort for a cultivation method that protects endangered species than to the information about taste ranking.