生産環境情報が倫理的志向の高い消費者の米の評価に与える影響

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タイトル別名
  • The Influence of Production Environment Information on Rice Consumption Behavior of Ethically Oriented Consumers
  • Utilizing the UAV-shot Video of Landscape and the Field Sensor Data
  • －ドローン空撮映像による風景情報と圃場センサーデータを用いて－

抄録

This paper focuses on two types of information collected by new technologies, UAV (Unmanned Aerial Vehicle) and field sensors, and examines their influence on the evaluation of rice by ethically-minded consumers. It does so through taste experiments developed to address virtual bias. The results show that a well-maintained paddy landscape was positively evaluated and increased WTP (Willingness to Pay). Flat paddy fields were rated more highly than valley-bottom paddy fields as a landscape suitable for rice cultivation, though there was no statistically significant difference in the WTP between them. The sensor information provided after the landscape information increased the WTP.

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