Food Science and Technology

Willingness to pay for pesticide-free vegetables in Hokkaido, Japan: the relationship between appearance and pesticide use

K. Nohara

Discover the fascinating insights from Katsuhito Nohara's research on Japanese consumers and their surprising willingness to pay for pesticide-free vegetables. This study reveals that when it comes to purchasing these eco-friendly options, consumers prioritize the absence of pesticides over their appearance, opening new markets for sustainable agriculture.

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Playback language: English

Index

Abstract

This study investigates Japanese consumers' willingness to pay (WTP) for pesticide-free vegetables, considering the impact of appearance. Using the contingent valuation method and double-bound dichotomous choice, the research finds that consumers' WTP is unrelated to the appearance of pesticide-free vegetables, prioritizing pesticide absence over aesthetics. This suggests a potential market expansion for environmentally friendly vegetables and a reduction in food loss.

Publisher

Humanities and Social Sciences Communications

Published On

Jan 02, 2024

Authors

Katsuhito Nohara

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