The Influence of Production Environment Information on Rice Consumption Behavior of Ethically Oriented Consumers

Abstract

This paper focuses on two types of information collected by new technologies, UAV (Unmanned Aerial Vehicle) and field sensors, and examines their influence on the evaluation of rice by ethically-minded consumers. It does so through taste experiments developed to address virtual bias. The results show that a well-maintained paddy landscape was positively evaluated and increased WTP (Willingness to Pay). Flat paddy fields were rated more highly than valley-bottom paddy fields as a landscape suitable for rice cultivation, though there was no statistically significant difference in the WTP between them. The sensor information provided after the landscape information increased the WTP.