Abstract
We examine whether Fair Trade information affects the Japanese consumer’s willingness to pay. We provide information on agroforestry and poverty resolution for chocolate products to test consumer behavior. We use an online survey and the Discrete Choice Experiment (DCE) method for hypothesis verification. The results show that brand has a positive effect on consumer willingness to pay, a negative effect in combination with agroforestry information, and no effect in combination with poverty resolution. In light of our results and discussions, to alleviate the above mentioned negative effect, we concluded that Japanese companies and universities should develop their corporate brand image along with their engagement in activities concerning Fair Trade and Japanese government should support to create their image to be engaged in activities concerning Fair Trade.
Highlights
The 2030 Agenda for Sustainable Development of United Nations has 17 Sustainable Development Goals (SDGs)
Research methodology: discrete choice experiment and decision of attributes and levels In order to test above hypotheses, we need to know consumer’s preference and Willingness to Pay (WTP) for each attribute about Fair Trade information and brand
Using Models 1 and 2, we examine the relationship between Forest farming practice implementation (Organic) and Producer standard of living (Poverty)
Summary
The 2030 Agenda for Sustainable Development of United Nations has 17 Sustainable Development Goals (SDGs). A. Whether Fair Trade information (organic farming and poverty or child labor resolution) is effective on Japanese consumer’s willingness to pay. The effect of fair trade information and brand on willingness to pay Organic farming Agroforestry provides appropriate levels of income to producers and maintains forest ecosystems and can be considered a type of organic farming This type of farming has been widely used for cacao and coffee cultivation in recent years. Research methodology: discrete choice experiment and decision of attributes and levels In order to test above hypotheses, we need to know consumer’s preference and WTP for each attribute about Fair Trade information (organic farming, and poverty and child labor) and brand. Regarding Model 1, in addition to the above items, WTP was calculated and the validity of each hypothesis was tested
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