Evaluation of raw shelled oysters by Japanese consumers

Abstract

The purpose of this research is to elucidate the evaluation by Japanese consumers of shelled oysters produced in Miyagi Prefecture destined for raw consumption. In stores in Japan, raw oysters that meet certain sanitary conditions are sold for raw consumption. Raw oysters that do not meet these conditions are, on the other hand, sold for cooking. Miyagi Prefecture is one of the many oyster farming areas in Japan that produces oysters also for raw consumption. The prefecture, in terms of policy, regards oyster farming as highly important. However, producing and selling these shellfish under the prefecture's strategy for oyster farming has not been validated. Clarifying what value consumers place on these products is therefore warranted.

We applied the contingent valuation method in our analysis and collected data from Internet research in October 2017. The subjects of the research were the consumers who lived in the main areas where Miyagi Prefecture oysters were consumed. A grouped-data regression model was used to estimate consumers' willingness to pay (WTP) for Miyagi Prefecture oysters.

The research finds that consumers attributed an approximately 11.6% higher value (average WTP) to Miyagi Prefecture shelled oysters destined for raw consumption than to the same-origin oysters destined for cooking. Further, it provides insight into the characteristics of these consumers (Table 1).