An Analysis of Introducing Unspawned Oysters in Japan Using a Contingent Valuation Method and Analytic Hierarchy Process

Hiroki Wakamatsu, Tsutom Miyata and Ryutaro Kamiyama

MPRA Paper from University Library of Munich, Germany

Abstract: Demand for unshelled oysters has recently risen in Japan as oyster bars gain popularity among consumers. This study undertook consumer preference research to evaluate a new brand of unspawned oysters, “Amakoro,” compared with conventional oysters. We surveyed the willingness-to-pay (WTP) for both oyster types as well as consumers’ evaluation of the oysters’ appearance, fragrance, taste, and texture. Based on contingent valuation method and analytic hierarchy process, we analyzed how much each factor of consumers’ tastes explains WTP. The results show that Amakoro is preferred to the conventional oyster in terms of appearance, which is positively correlated to WTP, while the conventional oyster is inelastic to any kind of taste factors, but has a robust value. In addition, the results show that WTP largely depends on the characteristics of location and consumption pattern of oysters.

Keywords: AHP; Consumer Preference; CVM; Japan; Oyster; WTP (search for similar items in EconPapers)
JEL-codes: D4 M31 Q22 (search for similar items in EconPapers)
Date: 2016-02-24
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:69680

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