Will Consumers Support Green Innovation Products? A Study of Consumers’ Choice Preference Towards Bio–Concentrated Liquid Fertilizers

DOI IR (HANDLE) Open Access
  • WU Zhen
    Laboratory of Environmental Economics, Division of Agricultural and Resource Economics, Department of Agriculture and Resource Economics, Graduate School of Bioresource and Bioenvironmental Sciences, Kyushu University
  • TAKAHASHI Yoshifumi
    Laboratory of Environmental Economics, Division of Agricultural and Resource Economics, Department of Agricultural and Resource Economics, Faculty of Agriculture, Kyushu University
  • YABE Mitsuyasu
    Laboratory of Environmental Economics, Division of Agricultural and Resource Economics, Department of Agricultural and Resource Economics, Faculty of Agriculture, Kyushu University

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Recently in Japan, under the context of increasing environmental concern, an increasing number of consumers are more likely to purchase green products. Bio–concentrated liquid fertilizer (Bio–CLF), an innovation derived from current methane fermentation liquid fertilizers, will help to produce a new kind of green product in the future. This study used conditional logistic regression to analyze Tokyo, Osaka and Fukuoka consumers’ preferences for Bio–CLF rice. The results showed that when compared with ordinary organic fertilizer, although the rice cultivated by Bio–CLF (food waste, sake brewing waste, and milk waste) suffered a negative reputation among consumers, the marginal willingness to pay (MWTP) of the Bio–CLF rice is still higher than that of most chemical fertilizer–cultivated rice. Additionally, when considering consumers’ income, knowledge of organic fertilizer raw materials, and green product purchase intention, the MWTP of the Bio–CLF rice will be much higher. This study will contribute to providing basic analysis data of Bio–CLF and help to popularize Bio–CLF, increase the utilization rate of methane fermentation digested liquid fertilizer, and eventually improve the environment.

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