Consumer’ Preference on for Locally-grown Farming Products as ‘Ethical Consumption’

Abstract

This paper says the necessity for introducing a perspective of ‘Ethical Consumption’ to promote local foods purchasing. An attribute of greens, which works to assist local environments, is evaluated by MWTP using a conjoint analysis. It is suggested a consciousness related to ethical consumption has made a contribution to high evaluated value on greens. It is necessary for local foods promotion to appeal to an altruistic spirit on consumer.