Measuring Japanese consumers’ evaluation of beef derived from cattle fed in accordance with improved food safety measures

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  • 食品安全性に配慮して生産された牛肉の消費者評価

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The purpose of this paper was to verify the stability of consumers' evaluations of food safety by conducting the identical choice experiments questionnaire survey at the same site two different times. The two surveys, measuring the consumers' evaluations of beef derived from cattle fed in accordance with improved food safety measures were conducted in January 2003 (n = 83) and March 2004 (n = 369) in Kiyota ward of Sapporo city in Hokkaido, Japan. A comparison of the results of the two surveys suggests that social issues related to the choice experiment questions can significantly influence the consumers' inferred values for food safety on the basis of the questions.

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