Abstract
The aim of this paper is to clarify the determinants of consumer willingness to buy biodiversity-friendly agricultural products. To this end, this study considers a Japanese case: fish-friendly rice that targets the preservation of habitat for the indigenous fish of Lake Biwa in Shiga Prefecture. We cast a spotlight on consumer characteristics identified from market segmentation based on consumer awareness and behavior and, in addition, ex ante consumer knowledge about the rice. The willingness to buy is shown to be stronger for those who are more highly concerned with agriculture, countryside and produce, those who highly evaluate the effect on the environment and ecosystem conservation provided by the fish-friendly production process, and those who have ex ante knowledge about this particular rice. As a result, in terms of policy implications, it is important to encourage consumers to purchase such products not only by informing them of environment and ecosystem conservation benefits from the fish-friendly production process but also by advertising messages that attract consumers who are more highly concerned with agriculture, the countryside, and produce.
