This paper aims to analyze consumers' subjective evaluation of the characteristics of local agricultural products. Analysis of the data collected from a questionnaire based on the characteristics identified by previous research reveals that consumers' subjective evaluation is based on certain criteria. It is shown that women evaluate area-related characteristics more highly than men. Further, households with high annual income have a higher evaluation than low-income households. In conclusion, it may be inferred that it is necessary for the actors to consider such characteristics in order to develop local agricultural products in the future.
