Estimation for Consumer’s Evaluation of Agricultural Products after Great East Japan Earthquake

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Other Title
  • 東日本大震災後の産地ブランドに対する消費者評価
  • A Choice Based Conjoint Analysis of Rice and Peach Produced in Fukushima
  • －選択型コンジョイント分析法を用いた福島県産コメとモモの定量分析－

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In this article, we examine how consumers evaluate agricultural products from radio affected area after Great East Japan Earthquake with choice based conjoint analysis. Our analysis focus on both product attributes and personal attributes that affect consumer’s evaluation. Results show that consumers are still very concerned about consuming agricultural products made in Fukushima and Tohoku area almost 4 years after the disaster. Female living with children in western Japan have the severest evaluation of the Fukushima made products. Information improves consumer’s evaluation of the Fukushima made products. Processing can be a good marketing strategy for Fukushima made products.

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