2024 Volume 54 Issue 2 Pages 137-150
The purpose of this study was to show that prices of Kyoto Vegetables determined by not only brand power but also nutritional components. Procedures of the analysis were as follows. First, branding promotion activities conducted for Kyoto Vegetables to enhance their value are discussed. Two types of branding exist for Kyoto Vegetables:“Brand Kyoto Vegetables,” to increase the market value of the vegetables;and “Kyoto Traditional Vegetables,” to preserve traditional vegetables in the Kyoto Region. We mainly focused on “Brand Kyoto Vegetables,” as a pioneer in the branding of agricultural products. Next, we created panel data to clarify the differences between the nutritional components of nine kinds of Kyoto Vegetables, such as Kujo leek and Manganji capsicum, and the corresponding common vegetables. Using Hedonic methods, the panel data showed the brand power and nutritional components determine the price of Kyoto Vegetables. Our analysis revealed the following two results. First, Kyoto Vegetables brand power increased the price. Second, in addition to this brand power, Kyoto Vegetables being richer in nutrients than other vegetables contributed to an increase in prices. In particular, protein and dietary fiber showed a significant effect on price. Together the nutritional components and brand power add value to Kyoto Vegetables. These results indicate that the branding of Kyoto Vegetables involves not only efforts that are visible to consumers, such as “Brand Kyoto Vegetables” and “Kyoto Traditional Vegetables,” but also improvements in the Kyoto Vegetables themselves, including technical improvements and guidance on production and distribution. Therefore, the high prices of Kyoto vegetables can be attributed to these efforts. This analysis reveals that Kyoto vegetables are broadly accepted by consumers based on their image as well as their nutrition and quality.
JEL Classifications:R15, N55, Q13, Z10
