Product Management Systems in Agricultural Brands: Case Study of Kagoshimakensan Kurobuta

Abstract

Many agricultural brands in Japan do not have product management systems, such as product standards and monitoring systems for maintaining standards. This study aims to understand consumer evaluation for constructing a product management system in Kagoshimakensan Kurobuta, one of the most popular brands of pork in Japan, using choice-based conjoint analysis. Moreover, we examine the determinants of marginal willingness to pay for a product management system. The results are as follows. First, we show that a product management system raises the willingness to pay for Kagoshimakensan Kurobuta. Second, safety concerns of food and buying in mail order business have positive effects on marginal willingness to pay for a product management system.