Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming
Abstract A market‐based approach for biodiversity conservation can promote sustainable food production, but little is known about how consumers perceive rice and organisms conserved through biodiversity‐friendly farming (BFF). To address this gap, we conducted a web survey of 600 Japanese respondent...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2024-03-01
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| Series: | Conservation Science and Practice |
| Subjects: | |
| Online Access: | https://doi.org/10.1111/csp2.13091 |
| _version_ | 1797265095586217984 |
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| author | Yoshinori Tokuoka Naoki Katayama Satoru Okubo |
| author_facet | Yoshinori Tokuoka Naoki Katayama Satoru Okubo |
| author_sort | Yoshinori Tokuoka |
| collection | DOAJ |
| description | Abstract A market‐based approach for biodiversity conservation can promote sustainable food production, but little is known about how consumers perceive rice and organisms conserved through biodiversity‐friendly farming (BFF). To address this gap, we conducted a web survey of 600 Japanese respondents to investigate their visual preferences for 20 photographs of organisms and landscapes found in paddy field areas and their willingness to pay (WTP) for BFF rice. Our results showed that paddy field landscapes were most preferred, followed by plants and birds, while insects and an endangered frog were the least preferred. Lowland flat and mountainous terraced paddy landscapes were most often selected as package photographs for BFF rice. Most respondents were willing to pay a premium of 0%–30% for BFF rice. Interest in biodiversity conservation was a common respondent characteristic, and it had a relatively strong influence on image preferences and WTP. Presence of children in certain age groups, sex, age, and experience with living near farmlands or conservation activities also affected the image preference or WTP answers, but to a lesser extent. These findings reveal consumer perceptions of BFF and the importance of effective eco‐labeling strategies for communicating conservation activities and improving promotion of sales to consumers. |
| first_indexed | 2024-04-25T00:39:21Z |
| format | Article |
| id | doaj.art-1876764a762b49fa86b39ee8252fd6ad |
| institution | Directory Open Access Journal |
| issn | 2578-4854 |
| language | English |
| last_indexed | 2024-04-25T00:39:21Z |
| publishDate | 2024-03-01 |
| publisher | Wiley |
| record_format | Article |
| series | Conservation Science and Practice |
| spelling | doaj.art-1876764a762b49fa86b39ee8252fd6ad2024-03-12T11:18:23ZengWileyConservation Science and Practice2578-48542024-03-0163n/an/a10.1111/csp2.13091Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farmingYoshinori Tokuoka0Naoki Katayama1Satoru Okubo2Faculty of Collaborative Regional Innovation Ehime University Matsuyama JapanAgro‐ecosystem Management Division Institute for Agro‐environmental Sciences, NARO Tsukuba JapanAgro‐ecosystem Management Division Institute for Agro‐environmental Sciences, NARO Tsukuba JapanAbstract A market‐based approach for biodiversity conservation can promote sustainable food production, but little is known about how consumers perceive rice and organisms conserved through biodiversity‐friendly farming (BFF). To address this gap, we conducted a web survey of 600 Japanese respondents to investigate their visual preferences for 20 photographs of organisms and landscapes found in paddy field areas and their willingness to pay (WTP) for BFF rice. Our results showed that paddy field landscapes were most preferred, followed by plants and birds, while insects and an endangered frog were the least preferred. Lowland flat and mountainous terraced paddy landscapes were most often selected as package photographs for BFF rice. Most respondents were willing to pay a premium of 0%–30% for BFF rice. Interest in biodiversity conservation was a common respondent characteristic, and it had a relatively strong influence on image preferences and WTP. Presence of children in certain age groups, sex, age, and experience with living near farmlands or conservation activities also affected the image preference or WTP answers, but to a lesser extent. These findings reveal consumer perceptions of BFF and the importance of effective eco‐labeling strategies for communicating conservation activities and improving promotion of sales to consumers.https://doi.org/10.1111/csp2.13091biodiversity conservationbiophiliaeco‐labelmarketingweb questionnaire |
| spellingShingle | Yoshinori Tokuoka Naoki Katayama Satoru Okubo Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming Conservation Science and Practice biodiversity conservation biophilia eco‐label marketing web questionnaire |
| title | Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming |
| title_full | Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming |
| title_fullStr | Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming |
| title_full_unstemmed | Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming |
| title_short | Japanese consumer's visual marketing preferences and willingness to pay for rice produced by biodiversity‐friendly farming |
| title_sort | japanese consumer s visual marketing preferences and willingness to pay for rice produced by biodiversity friendly farming |
| topic | biodiversity conservation biophilia eco‐label marketing web questionnaire |
| url | https://doi.org/10.1111/csp2.13091 |
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