Consumer Evaluation for Japanese Wagyu in Shanghai China: Heterogeneity of Consumer Groups that Prefer Marbled and Red Meat

Abstract

As China is expected to lift its ban on imports of Japanese beef, it is necessary to analyze the kinds of Chinese consumers who highly value Japanese Wagyu beef. In this study, we used CVM to analyze the attributes of consumers who prefer marbled and red meat, and obtained knowledge that can be used as a reference for meat exporters. The estimation results show that high-income consumers prefer marbled meat, while middle-income consumers prefer red meat, thus confirming the possibility of segregation by income bracket.