| Title | Consumer Evaluation of Agricultural Products Produced in Areas Affected by Natural Disasters: A Case Study of Damaged Apples in Japan |
|---|---|
| ID_Doc | 74249 |
| Authors | Miyama, E; Morita, T |
| Title | Consumer Evaluation of Agricultural Products Produced in Areas Affected by Natural Disasters: A Case Study of Damaged Apples in Japan |
| Year | 2023 |
| Published | Foods, 12, 13 |
| Abstract | This study examines how consumers perceive agricultural products affected by natural disasters, using apples in Japan as a case study. Typhoons and other natural disasters frequently damage the surface of apples during the production season, causing significant harm to farmers' businesses, particularly when a large typhoon hits the production area. To maintain the sustainability of agricultural production, consumers need to purchase damaged crops at a certain price. To assess the effect of product attributes, such as appearance and price, and personal attributes of respondents, we conducted a choice-based conjoint analysis using a mixed logit model. The estimated results using the main effect and cross-section models show that consumers generally devalue apples when they have scratches. However, by using consumer co-operatives on a daily basis and disseminating simple information about the relationship between scratches and natural disasters, we could mitigate this devaluation tendency and thus contribute to sustainable agricultural production. |
| https://www.mdpi.com/2304-8158/12/13/2498/pdf?version=1687865700 |
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