The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan: Non-hypothetical choice experiment with tasting

Keiko Aoki, Kenju Akai, Kiyokazu Ujiie, Takeshi Shimmura, Nariaki Nishino

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

We investigate consumers’ reactions to information on rice types produced using a cultivation method that protects the crested ibis (Nipponia nippon), a symbol of the endangered birds of Japan. We employ a non-hypothetical choice experiment with real monetary incentives, in which participants taste three types of rice—Niigata rice, Sado rice, and Sado-Ibis certified rice (Ibis rice)—and choose one to take home. The participants make decisions twice in each choice set, once before and once after tasting. Three information treatments are used: information about taste ranking from chefs and consumers, cultivation method, and no-information. Comparing the expected and actual willingness to pay (WTP) for Ibis rice, only the cultivation method information increases the WTP, which triples. The WTP in the taste ranking information treatment becomes lower among the participants who refer to chefs, but there is no significant difference in preferences between the expected and actual stages among all participants. For Sado rice, the WTP increases when we provide no-information or information on the cultivation method. In both cases, the WTP changes from negative to positive relative to Niigata rice; however, this WTP is less than that for Ibis rice. These results imply that consumers are more sensitive to information of process and effort for a cultivation method that protects endangered species than to the information about taste ranking.

Original languageEnglish
Pages (from-to)28-38
Number of pages11
JournalFood Quality and Preference
Volume75
DOIs
Publication statusPublished - Jul 2019

Fingerprint

endangered species
Birds
Japan
willingness to pay
rice
methodology
Endangered Species
Oryza
Motivation
Therapeutics

All Science Journal Classification (ASJC) codes

  • Food Science
  • Nutrition and Dietetics

Cite this

The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan : Non-hypothetical choice experiment with tasting. / Aoki, Keiko; Akai, Kenju; Ujiie, Kiyokazu; Shimmura, Takeshi; Nishino, Nariaki.

In: Food Quality and Preference, Vol. 75, 07.2019, p. 28-38.

Research output: Contribution to journalArticle

@article{38ec5023af83454491afb32c21922c11,
title = "The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan: Non-hypothetical choice experiment with tasting",
abstract = "We investigate consumers’ reactions to information on rice types produced using a cultivation method that protects the crested ibis (Nipponia nippon), a symbol of the endangered birds of Japan. We employ a non-hypothetical choice experiment with real monetary incentives, in which participants taste three types of rice—Niigata rice, Sado rice, and Sado-Ibis certified rice (Ibis rice)—and choose one to take home. The participants make decisions twice in each choice set, once before and once after tasting. Three information treatments are used: information about taste ranking from chefs and consumers, cultivation method, and no-information. Comparing the expected and actual willingness to pay (WTP) for Ibis rice, only the cultivation method information increases the WTP, which triples. The WTP in the taste ranking information treatment becomes lower among the participants who refer to chefs, but there is no significant difference in preferences between the expected and actual stages among all participants. For Sado rice, the WTP increases when we provide no-information or information on the cultivation method. In both cases, the WTP changes from negative to positive relative to Niigata rice; however, this WTP is less than that for Ibis rice. These results imply that consumers are more sensitive to information of process and effort for a cultivation method that protects endangered species than to the information about taste ranking.",
author = "Keiko Aoki and Kenju Akai and Kiyokazu Ujiie and Takeshi Shimmura and Nariaki Nishino",
year = "2019",
month = "7",
doi = "10.1016/j.foodqual.2018.11.021",
language = "English",
volume = "75",
pages = "28--38",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Elsevier Limited",

}

TY - JOUR

T1 - The impact of information on taste ranking and cultivation method on rice types that protect endangered birds in Japan

T2 - Non-hypothetical choice experiment with tasting

AU - Aoki, Keiko

AU - Akai, Kenju

AU - Ujiie, Kiyokazu

AU - Shimmura, Takeshi

AU - Nishino, Nariaki

PY - 2019/7

Y1 - 2019/7

N2 - We investigate consumers’ reactions to information on rice types produced using a cultivation method that protects the crested ibis (Nipponia nippon), a symbol of the endangered birds of Japan. We employ a non-hypothetical choice experiment with real monetary incentives, in which participants taste three types of rice—Niigata rice, Sado rice, and Sado-Ibis certified rice (Ibis rice)—and choose one to take home. The participants make decisions twice in each choice set, once before and once after tasting. Three information treatments are used: information about taste ranking from chefs and consumers, cultivation method, and no-information. Comparing the expected and actual willingness to pay (WTP) for Ibis rice, only the cultivation method information increases the WTP, which triples. The WTP in the taste ranking information treatment becomes lower among the participants who refer to chefs, but there is no significant difference in preferences between the expected and actual stages among all participants. For Sado rice, the WTP increases when we provide no-information or information on the cultivation method. In both cases, the WTP changes from negative to positive relative to Niigata rice; however, this WTP is less than that for Ibis rice. These results imply that consumers are more sensitive to information of process and effort for a cultivation method that protects endangered species than to the information about taste ranking.

AB - We investigate consumers’ reactions to information on rice types produced using a cultivation method that protects the crested ibis (Nipponia nippon), a symbol of the endangered birds of Japan. We employ a non-hypothetical choice experiment with real monetary incentives, in which participants taste three types of rice—Niigata rice, Sado rice, and Sado-Ibis certified rice (Ibis rice)—and choose one to take home. The participants make decisions twice in each choice set, once before and once after tasting. Three information treatments are used: information about taste ranking from chefs and consumers, cultivation method, and no-information. Comparing the expected and actual willingness to pay (WTP) for Ibis rice, only the cultivation method information increases the WTP, which triples. The WTP in the taste ranking information treatment becomes lower among the participants who refer to chefs, but there is no significant difference in preferences between the expected and actual stages among all participants. For Sado rice, the WTP increases when we provide no-information or information on the cultivation method. In both cases, the WTP changes from negative to positive relative to Niigata rice; however, this WTP is less than that for Ibis rice. These results imply that consumers are more sensitive to information of process and effort for a cultivation method that protects endangered species than to the information about taste ranking.

UR - http://www.scopus.com/inward/record.url?scp=85061671571&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85061671571&partnerID=8YFLogxK

U2 - 10.1016/j.foodqual.2018.11.021

DO - 10.1016/j.foodqual.2018.11.021

M3 - Article

AN - SCOPUS:85061671571

VL - 75

SP - 28

EP - 38

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -