An Analysis of Introduction of an Unspawned Spat Oyster in Japan: Using Contingent Valuation Method and Analytic Hierarchal Process

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Citeable URL: https://ir.library.oregonstate.edu/concern/conference_proceedings_or_journals/1r66j294f

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Attribute Name	Values
Creator	Wakamatsu, Hiroki Miyata, Tsutomu Kamiyama, Ryutaro
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.
Resource Type	Presentation
Date Available	2017-03-14T21:02:57+00:00
Date Issued	2016
Conference Name	International Institute of Fisheries Economics & Trade
Conference Location	Aberdeen, Scotland, UK
Subject	Seafood -- Marketing Aquaculture -- Economic aspects Seafood industry -- Congresses Fishery management -- Congresses
Rights Statement	Copyright Not Evaluated
Publisher	International Institute of Fisheries Economics & Trade
Peer Reviewed	No
Language	English [eng]
Replaces	http://hdl.handle.net/1957/60510
ISBN	0976343290

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