Consumer Valuation of Green Tea Leaves Produced through Chagusaba Farming: A Case of GIAHS in Shizuoka

Abstract

The purpose of this study is to analyze consumer valuation of green tea leaves produced through Chagusaba farming in Shizuoka, which is certified as Globally Integrated Important Agricultural Systems (GIAHS). A choice experiment was conducted to determine the effect of GIAHS certification on consumer valuation of green tea leaves for personal use and for gifting purposes. The results are twofold: first, GIAHS certification can enhance consumer valuation of green tea leaves as a gift item, but not when purchased for personal use; and second, the levels of Chagusaba farming that consumers highly evaluated vary across regions. Therefore, imprinting the GIAHS certi­fication mark on a package of green tea leaves meant for gifting purposes is an effective way to promote its sale when produced through Chagusaba farming in Shizuoka.