The purpose of this study is to examine the importance of low calorie content in Japanese consumers’ rice purchasing decisions. The Choice Modeling (Random Parameter Logit Model) is used in order to quantify the welfare change associated with the change in the level of low calorie content,...

The purpose of this study is to examine the importance of the price, freshness, use of the HACCP label, and use of the Eco label (the latent attribute of the milk produced from the raw milk of dairy farms that comply with The Law, which protects the environment by legally enforcing manure...

Subjective perceptions about a product affect consumer choice. Accordingly, acquiring the underlying demand characteristics that consumers find desirable is vital for firms planning future marketing strategies. However, the extent to which product-specific perceptions affect consumer choice is...