Effects of marbling, fat color, ‘rice fed pork’ labeling, and price on consumers' choice of pork were investigated by using score-based conjoint analysis. Eight profiles of retail pork packages were prepared by using the following four attributes : marbling (2 levels), fat color (2 levels), ‘rice fed pork’ labeling (2 levels), and price (3 levels). The questionnaire was carried out on April 2008 in National Institute of Livestock and Grassland Science, Tsukuba, Ibaraki, Japan. Answers from 277 respondents were applied to conjoint analysis to determine the importance of the attributes and the utility of levels for each participant. Respondents were classified into 4 groups by cluster analysis according to the utility of levels of package profiles. Each participant group was characterized by the importance of attributes and the utility of levels. Willingness to pay for ‘rice fed pork’ labeling was 6.9 -61.2 yen per 100g pork in 4 participant groups. Furthermore, the utility of ‘rice fed pork’ labeling was significantly correlated with consideration for the self-sufficiency ratio of pig feed in each questionnaire respondent.
View full abstract