Kiyokazu Ujiie

Influence of Information About Agrochemicals Provided via Internet-Enabled Mobile Phones on Consumer Valuation of Food

This study examined the effectiveness of Internet-enabled mobile phones in informing consumers about food safety. Identical questions about place of origin and specially grown tomatoes were asked of 142 Japanese consumers via an Internet-enabled mobile phone before and after providing information about the frequency of agrochemical applications to specially and conventionally grown tomatoes in some prefectures. Although participants changed their evaluations in response to the information, some could not understand it because of the notably large amount of content included in the descriptions. Further research is needed to establish the practicality of communicating food safety information to lay consumers via Internet-enabled mobile phones.

Consumer Preferences and Willingness to Pay for Eco-labeled Rice: A Choice Experiment Approach to Evaluation of Toki-Friendly Rice Consumption

Eco-labeling systems to indicate the environmental sustainability of products have been implemented in many countries. In this study I evaluated the characteristics of consumer preference for eco-labeled rice using a hypothetical choice experiment conducted on members of the general public in the Tokyo and Osaka metropolitan areas. Subsequently, I used the contingent valuation method (CVM) to analyze consumer evaluations of Toki-friendly rice. In my investigation, the heterogeneity of consumer preference was considered using a latent class model as the consumer choice model. I found consumer heterogeneity and several classes of consumer preference in rice consumption, and it was apparent that some consumers were concerned about agrochemical usage in cultivation, and the biodiversity of paddy fields. This type of consumer might be a promising target for the purchase of eco-labeled rice. The results of this study also suggested that food safety or environmental issues alone were not sufficient to attract consumers. Taste should also be emphasized in the marketing of eco-labeled rice. The CVM analysis indicated that these consumers were more willing to pay for Toki-friendly rice than were general consumers.