@article{Iwamoto:124318,
      recid = {124318},
      author = {Iwamoto, Hiroyuki},
      title = {Consumers’ willingness-to-pay for low-calorie labeled  Rice},
      address = {2012-02},
      number = {423-2016-27002},
      pages = {9},
      year = {2012},
      abstract = {The purpose of this study is to examine the importance of  low calorie content in Japanese
consumers’ rice purchasing  decisions. The Choice Modeling (Random Parameter  Logit
Model) is used in order to quantify the welfare  change associated with the change in the level
of low  calorie content, local origin label, price attribute for  the sample of Japanese consumers
in March 2009.
The  consumer has a positive perception of local origin and rice  cultivar label. Average
evaluation of the low calorie  content attribute is negative (-116 yen/5kg). But, half of  samples
have positive perception of low calorie content.  Their willingness to pay for low-calorie
content attribute  range from 800-900 yen/5kg.The results suggests that latent  demand for low
calorie labelled rice exists on a limited  scale.},
      url = {http://ageconsearch.umn.edu/record/124318},
      doi = {https://doi.org/10.22004/ag.econ.124318},
}