Abstract
This paper examines the findings of an internet survey of Hong Kong consumers’ purchase behavior in relation to Japanese eggs. Estimation results show that willingness-to-pay (WTP) for Japanese eggs is higher among respondents who eat raw eggs and place more importance on nutritional value, and that respondents who worry about food poisoning buy more Japanese eggs. Respondents with heightened concerns about radioactive contamination of eggs demonstrate lower WTP and buy fewer Japanese eggs. These results point to the importance of promoting the safety of Japanese eggs, particularly from radioactive contamination, perhaps by attaching inspection certificates to packaging at the point of sale. Finally, it was found that changes in eating habits in the destination country could promote exports of Japanese agricultural products.
