Consumer evaluation of Japanese Miyagi Prefecture farmed oysters after the introduction of a traceability system

Abstract

In Japan, there has been a drive to introduce traceability systems to guarantee food safety and security for consumers. In this study, we confirmed the additional willingness to pay (WTP) acceptable to consumers and consumer characteristics that affect the WTP for Miyagi Prefecture shucked farmed oysters sold based on a traceability system, by applying contingent valuation method. The results of our analysis showed that the mean WTP was approximately 11.4% higher than that of comparable products without guaranteed traceability. We also found that certain consumers are more likely to have higher WTP, including those who frequently purchase shellfish, those who take notice of certification marks affixed to seafood packs when purchasing food, those with lower attention to purchasing food as cheaply as possible, those who trust that traceability guarantees safety and security, those who expect prevention of false labeling of origin of food, and those with a comparatively high household income.