Consumers’ Evaluation of Pork Produced by Japanese Corn Feed:

Focusing on Differences in Information Provision

Abstract

This paper used choice-based conjoint analysis to estimate consumer preferences and the willingness of consumers to pay for the use of Japanese corn feed for pork production. Based on this, we provided information to clarify the extent to which consumer evaluation of pork increases, elucidating the following points. First, when information was presented, the effectiveness of the information was suggested, i.e., using domestically produced corn will provide safe and secure pork. Pork produced using Japanese corn feed is thought to become more popular as opportunities to present such safety information increase. This paper’s greatest contribution is that our findings indicate that pork produced using Japanese corn feed can be popularized.