APL (Ajiken Power Lunch)

APL (Ajiken Power Lunch) is a lunchtime workshop open to public, including IDE staffs, visiting research fellows, IDEAS students, outside researchers and graduate students. This workshop provides a platform for presentation of any work in progress where we can discuss in either English or Japanese.

Those who would attend a seminar are asked to announce yourself to receptionists on your arrival at the IDE and to obtain APL Organizers' signature on your admission card after the seminar.

August 2, 2019. (Friday) 12:30-13:20

Institute of Developing Economies, Japan External Trade Organization C23 Meeting Room 　

Consumption Preference for Rice in Japan, Thailand, Vietnam and China:What Are Major Influencers ?

This presentation investigates consumers'choice preference and price willingness-to-pay for rice　in Japan, Thailand, Vietnam and China. We review choice experiment results from selected　studies and focus on impact of important influencers of country-of-origin, organic product,brand, taste preference, price, food safety and quality. Interesting findings include: 1) unlike　Thailand consumers, Japanese consumers are more likely to choose organic rice and less likely　to choose rice imported from the U.S.; 2) Chinese consumers are price sensitive in their rice　choice, but are willing to pay a small premium of $0.22 for a pound of organic rice; 3) Vietnam　consumers show high food safety concerns and environmental worries when selecting high　quality rice. The presentation aims to identify a general trend in demand for rice in the four selected countries and predict an overall market demand and opportunity for rice in the world largest marketplace of these Asia countries.

Xu, Pei (California State University, Fresno)

Yoko Uchida

English