農産物ブランドにおける生産管理体制の構築に対する消費者評価

―鹿児島県産黒豚を事例に―

抄録

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.