Abstract
This paper examines consumers’ preference for apple juice after trade liberalization in Japan with an approach to choice-based conjoint analysis. While domestic apple juices were, in general, highly evaluated, those produced in China were poorly evaluated when the place of production was not indicated. Men, who usually have a stronger preference for juices than women do, tended to buy apple juice produced in China or juices that failed to indicate their origin more frequently than women. However, even men showed a higher possibility of buying juice whose safety was guaranteed by GAP. The aged people tended to prefer apple juice whose quality was guaranteed, such as domestic products and the ones guaranteed by GAP. Therefore, it is recommended that safer, good quality juices be produced and brought to the market.
