地産地消を通じた地域ブランド形成の可能性

―CVM による宝塚市民の宝塚モンブランの評価―

抄録

The purpose of this study is to examine the feasibility of building a local brand wherein production, consumption, and the product (the cake made from the locally grown chestnut “Hokusetsu-guri") are local. The contingent valuation method (CVM) is employed to quantify the consumer’s willingness to pay (WTP) for “Takarazuka Mont Blanc."The results show that consumers positively perceive Takarazuka Mont Blanc. Their average WTP was 49 yen more than the basic price of generalcakes. The effects of socioeconomic variables on the WTP for Takarazuka Mont Blanc are also examined.The consumer who considers the indication of origin important, positively perceives the Takarazuka brand, and purchases vegetables produced in Takarazuka frequently places value on Takarazuka Mont Blanc.
The WTP of the consumer who considers general cakes as inexpensive tends to be higher than the WTP of others.