The Influence of Production Environment Information on Rice Consumption Behavior of Ethically Oriented Consumers

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Other Title
  • 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
  • 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－

Abstract

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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