Abstract
Recently the importance of credence attribute of food is increasing in the process of consumer choice. This kind of credence attribute often affiliate with public goods, for example, environment, animal welfare, suitability, fear trade, support for local famers and so on. A lot of literatures investigated about consumers' preference for affiliated public good attributes. In this paper, we reviewed those empirical literatures and categorized them into 5 groups by the types of attributes discussed in them. Then we estimated demand functions of eco-friendly rice to investigate the effect of consumer's altruism or awareness to public goods. Additionally we tried to estimate payment by consumers for environmental conservation through daily purchase of eco-friendly rice based on their altruism.
