2019 Volume 2019 Issue 128 Pages 38-45
The purpose of this study was to clarify consumer evaluation of agricultural products that consider the conservation of biodiversity in an initiative called “Countryside Where People Live with Toki” in Sado City, Niigata Prefecture. In this research, a questionnaire survey was conducted through the Internet.
As a result of this study, it has become clear that consumers who consume organic rice or reduced-pesticide rice on a daily basis positively evaluate the certification requirements of certified rice. Moreover, as a result of estimating the marginal willingness to pay (MWTP), it became clear that payment intention increases with pesticide reduction. On the other hand, statistical results revealed no significance related to certification and MWTP for conventional rice consumers.
