Heterogeneous Consumer Preference for Seafood Sustainability in Japan

This study estimates Japanese consumers’ willingness to pay (WTP) for several components of seafood sustainability. A choice experiment via a web survey is conducted among Japanese seafood consumers. In order to estimate WTP, a latent class model is employed to treat heterogeneity of consumer preference in addition to a basic conditional logit model. The latent class model resulted in separating consumers into two characteristic groups: nature-oriented and human-oriented groups. Neither group was found to be willing to pay for seafood sustainability even though they are somewhat concerned about seafood sustainability. Specifically, the nature-oriented group, which comprised 51% of our consumer sample, negatively evaluated fisheries management and preservation of tradition and culture but highly evaluated the environment and ecosystems. Meanwhile, the human-oriented group, which comprised 49% of our consumer sample, positively evaluated fisheries management and regionality, but negatively evaluated the environment and ecosystems. The differences between the groups are unrelated to education or income, but are related to seafood expense, age, family structure, and knowledge of sustainability

Heterogeneous Consumer Preference for Seafood Sustainability in Japan

This study estimates Japanese consumers’ willingness to pay (WTP) for several components of seafood sustainability. A choice experiment via a web survey is conducted among Japanese seafood consumers. In order to estimate WTP, a latent class model is employed to treat heterogeneity of consumer preference in addition to a basic conditional logit model. The latent class model resulted in separating consumers into two characteristic groups: nature-oriented and human-oriented groups. Neither group was found to be willing to pay for seafood sustainability even though they are somewhat concerned about seafood sustainability. Specifically, the nature-oriented group, which comprised 51% of our consumer sample, negatively evaluated fisheries management and preservation of tradition and culture but highly evaluated the environment and ecosystems. Meanwhile, the human-oriented group, which comprised 49% of our consumer sample, positively evaluated fisheries management and regionality, but negatively evaluated the environment and ecosystems. The differences between the groups are unrelated to education or income, but are related to seafood expense, age, family structure, and knowledge of sustainability

The Impact of the MSC certification on the Japanese fisheries: Case of the Kyoto Flathead Flounder Danish Seine Fishery

This paper investigates the impact of a Japanese fishery’s MSC certification on the related seafood markets. In September 2008, the Marine Stewardship Council (MSC) certified the Kyoto flat-head flounder Danish seine fishery (KDSFF) as the first sustainable fishery in Asia. Assuming the MSC certification has an impact on the fishery, the overall goal is to examine the benefit of the KDSFF from the MSC certification. The benefit is examined by a cointegration and structural break test whether the KDSFF experiences market segregation by the certification. The monthly ex-vessel price is analyzed compared with the prices of the adjacent prefectures: Fukui and Hyogo prefectures. The structural break test showed that the significant impact on the structure of the flathead flounder fisheries while there is no increase in price. In conclusion, the KDSFF benefits from the MSC certification in that the market used to be easily influenced by the other larger markets, but became less influenced by them after the introduction of the MSC certification

The Impact of the MSC certification on the Japanese fisheries: Case of the Kyoto Flathead Flounder Danish Seine Fishery

This paper investigates the impact of a Japanese fishery’s MSC certification on the related seafood markets. In September 2008, the Marine Stewardship Council (MSC) certified the Kyoto flat-head flounder Danish seine fishery (KDSFF) as the first sustainable fishery in Asia. Assuming the MSC certification has an impact on the fishery, the overall goal is to examine the benefit of the KDSFF from the MSC certification. The benefit is examined by a cointegration and structural break test whether the KDSFF experiences market segregation by the certification. The monthly ex-vessel price is analyzed compared with the prices of the adjacent prefectures: Fukui and Hyogo prefectures. The structural break test showed that the significant impact on the structure of the flathead flounder fisheries while there is no increase in price. In conclusion, the KDSFF benefits from the MSC certification in that the market used to be easily influenced by the other larger markets, but became less influenced by them after the introduction of the MSC certification

Do Radioactive Spills from the Fukushima Disaster Have any Influence on Seafood Market in Japan?

We investigated whether the spill of radioactive materials from the Fukushima nuclear plant into the Pacific Ocean had a negative impact on demand for cod and pollock in wholesale markets in Japan. A structural break test detected several break points in the market, including the Fukushima disaster, and successfully eliminated the impact of the other disturbing shocks identified in our analysis. A system of demand equations model which has taken into account the structural breaks indicated that the radioactive spills had a significantly negative impact on demand for cod. Our results suggested that the amount of radiation detected in cod products negatively affected Japanese demand for cod and positively affected demand for pollock, while it did not affect its price. We also found that consumers’ current concerns about radioactive spills positively affect cod and pollock markets. We concluded that radioactive spills harm the markets, but the impact is almost negligible

Market Integration Analysis of Japan’s Wakame Seaweed Market Before and After the Great East Japan Earthquake

The 2011 Japanese earthquake had a major impact on markets for seafood products. As such, this study investigates its effect on the price of a brand of wakame seaweed produced in Sanriku, an area hit hard by tsunamis. Using monthly data on Sanriku wakame prices at retail stores in 10 regions of Japan from 2005 to 2014, we undertake cointegration analysis to explore the effect of reputational damage due to radioactive contamination and changes in domestic market dynamics. Market integration analysis reveals that the market changed after the earthquake. Before the earthquake, markets in eastern Japan were leading those in the west. However, after the earthquake, markets in the east were integrated and mutually influenced one another. The earthquake also resulted in diversified distribution channels and complicated regional relationships because buyers constructed their own channels for purchasing wakame during the earthquake

Market Integration Analysis of Japan’s Wakame Seaweed Market Before and After the Great East Japan Earthquake

The 2011 Japanese earthquake had a major impact on markets for seafood products. As such, this study investigates its effect on the price of a brand of wakame seaweed produced in Sanriku, an area hit hard by tsunamis. Using monthly data on Sanriku wakame prices at retail stores in 10 regions of Japan from 2005 to 2014, we undertake cointegration analysis to explore the effect of reputational damage due to radioactive contamination and changes in domestic market dynamics. Market integration analysis reveals that the market changed after the earthquake. Before the earthquake, markets in eastern Japan were leading those in the west. However, after the earthquake, markets in the east were integrated and mutually influenced one another. The earthquake also resulted in diversified distribution channels and complicated regional relationships because buyers constructed their own channels for purchasing wakame during the earthquake

Do Radioactive Spills from the Fukushima Disaster Have any Influence on Seafood Market in Japan?

We investigated whether the spill of radioactive materials from the Fukushima nuclear plant into the Pacific Ocean had a negative impact on demand for cod and pollock in wholesale markets in Japan. A structural break test detected several break points in the market, including the Fukushima disaster, and successfully eliminated the impact of the other disturbing shocks identified in our analysis. A system of demand equations model which has taken into account the structural breaks indicated that the radioactive spills had a significantly negative impact on demand for cod. Our results suggested that the amount of radiation detected in cod products negatively affected Japanese demand for cod and positively affected demand for pollock, while it did not affect its price. We also found that consumers’ current concerns about radioactive spills positively affect cod and pollock markets. We concluded that radioactive spills harm the markets, but the impact is almost negligible

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

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

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

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