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
Tags
willingness to pay
pesticide-free vegetables
consumer behavior
appearance impact
environmentally friendly
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