Abstract
In this research, I diagnosed the rural invigoration project that was producing an indigenous good and selling it at farm stand by Contingent valuation method. This questionnaire results showed following points. At first, a farm stand had a conditional effect for customer. Second, the willingness to pay of elder was higher than that of young people. Third, citizen's willingness to pay (WTP) was enhanced by experience of participation to environmental or agricultural activity. However, simplified provision of information about environmental value of SATOYAMA to consumers had only a slight effect on WTP.
