環境配慮型畜産物に対する消費者評価とその規定因

―バターを事例とした酪農のGHG排出削減に対する評価―

抄録

This study quantitatively examined consumers’ willingness-to-pay (WTP) and psychological determinants for livestock products produced with environmental consideration. Estimation of the WTP for greenhouse gas (GHG) reduction certification display based on the analysis of the result of choice modelling indicated it was 36 yen. Analysis of the result of structural equation modeling indicated the significance of popularization enlightenment, which promotes the attitude that purchase of environment-friendly livestock products mitigates environmental issues. Additionally, social popularization enlightenment, which enhances social norm consciousness by positively evaluating environment-conscious consumption behavior, was also considered useful.