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Retailers' Preferences for Regional Brands

2020; Volume: 26; Issue: 4 Linguagem: Inglês

10.5874/jfsr.26.4_319

1884-5118

K. Yagi, Ryosuke Kikushima, Megumi M. Ohashi, Yoshihisa Naito,

Wine Industry and Tourism

This paper aims to clarify retailers' preferences for regional brands. We assess retailers' willingness to pay (WTP) for the brand-name vegetables Edosaki kabocha (a type of pumpkin) and Kurosaki chamame (a type of edamame) using CVM, and we examine the determinants of WTP using bivariate interval regression analysis. The results are as follows. First, retailers who greatly value quality and method of production when they stock vegetables have strong preferences for both brands. Second, retailers who think taste is more important have a low preference for Kurosaki chamame. Third, retailers’ awareness of the Geographical Indication (GI) protection system has a positive impact on WTP for Kurosaki chamame.