Abstract
In this article, we estimated the consumers’ willingness to pay (WTP) for hand-stretched somen noodles. The comparison of the WTP of consumers living in Mie between the face-to-face and the internet surveys showed that without tasting and actual purchase, WTP has significant hypothetical bias. Based on the result of consumers’ attributes and food consumption behavior on WTP, we found that tasting Oyachi somen increased the WTP of those living outside Mie more than for those living in Mie. Furthermore, the WTP for somen whose origin is easily identified was large, especially for those who consider the product name.
