Effect of Consumer Knowledge on Evaluation and Purchase of Regional Brands: Survey on Kagoshima Kurobuta, Joshu Mugibuta, and Tankaku in Tokyo and in the Prefectures of Production

Abstract

This study examined whether consumer knowledge, such as breed or place of production, of regional meat brands, would enhance brand evaluation of the products. We conducted a questionnaire survey in 2015 for the consumers of Kagoshima kurobuta, Joshu mugibuta, and Tankaku, which are brands of meat. Structural equation modeling revealed that knowledge was positively associated with high evaluation and the willingness to purchase the brand again. Compared to consumers in Tokyo, consumers living in the prefectures where the meat was produced tended to have a higher estimation of its value owing to their emotional evaluation based on attachment.