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.
