選択型コンジョイント分析によるフェアトレードバナナの消費者選好分析

－情報提供と支払意思額の関係－

抄録

This research examines how providing Japanese consumers with fair trade information affects their willingness to pay (WTP) for fair trade bananas. We estimated the WTP before and after providing information with 86 young consumers in their 20s through an online survey by a conjoint analysis. The results show that providing information increased WTP by those who have understood fair trade or have been interested in the poor without information. Especially, the information about the benefits of fair trade is more effective than the information about the disadvantages of non-fair trade.