title: Japanese consumer preferences for milk certified with the good agricultural practice(GAP) label.
abstract: This study examined Japanese consumers' valuation of a good agricultural practice (GAP) label on packaged milk and investigated the effect of detailed GAP information on valuation. A total of 624 Japanese consumers were asked to select their most preferred milk through an online survey. The milk was assumed to have three attributes: the GAP label, Hazard Analysis and Critical Control Points certification, and price. The results showed that consumers' valuation of GAP was significantly positive. Although providing additional GAP information to a respondent who was aware of GAP and what it means had a positive effect on the consumers' valuation of GAP, provision of this information had no effect if the respondent knew about GAP either moderately or slightly, and had a negative effect if the respondent did not know about GAP at all. To increase broad consumer awareness and valuation of GAP, it is important to provide GAP information according to the requirements of consumers.
authors.affiliation: Institute for Rural Engineering, National Agriculture and Food Research Organization, Tsukuba, Ibaraki, Japan.
authors.forename: Hideo
authors.initials: H
authors.lastname: Aizaki
authors.forename: Teruaki
authors.initials: T
authors.lastname: Nanseki
authors.forename: Hui
authors.initials: H
authors.lastname: Zhou
mesh_terms: D000293:Adolescent; D000328:Adult; D000383:Agriculture / Q000592:standards*; D000818:Animals; D044466:Asian People; D002568:Certification / Q000592:standards*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004777:Environment; D005260:Female; D005515:Food Labeling / Q000592:standards*; D006801:Humans; D008297:Male; D008875:Middle Aged; D008892:Milk / Q000191:economics; D016272:Occupational Health; D011795:Surveys and Questionnaires; D055815:Young Adult