Abstract
Japan has experienced an increase in abandoned farmland. Our research has focused on the production and marketing of chicken eggs with rice feed, with further study aimed at creating sustainable local agriculture and farmland conservation by increasing rice production and the use of feed. To realize this vision, consumers need to accept an increase in cost due to egg production using rice feed. We have estimated, on the basis of conjoint analysis, the willingness of consumers to pay for the use of rice feed for egg production.
As a result, this willingness to pay was found more in consumers of higher age groups and by information flow from person to person through conversation. The effects of advertising media, such as leaflets or text panels, were not confirmed.
We concluded from these results that to continue with this effort, it is important to communicate information through conversations between consumers, specifically those who have previously purchased the eggs andthose who are purchasing them for the first time.
