This paper studied the information influence on consumer behaviors by choice-based conjoint analysis, concerning preservative-free wiener sausage. We separated respondents into two groups and conducted the choice experiment in two ways; (1) respondents in one group are provided the information only about risk assessment and management of food additives; (2) respondents in the other one are provided the information not only risk assessment and management but also benefits of preservatives, keeping good quality and reducing food-poisoning risk. Then we estimated the econometric models and analyzed respondents’ evaluation and changes of their evaluation to the preservative-free attribute before and after providing the information. This result shows that the value of preservative-free attribute declined, from 58.9 JPY/100g to 46.8 JPY/100g (minus 20.5%), after providing information. This fact indicated that consumers’ behavior to food risk may be influenced to some extent when combining with these types of information.
