Implicit Determinants of Willingness-to-Pay for Reduction of GHG Emissions in Dairy

This study quantitatively examined consumers’ willingness-to-pay (WTP) and psychological determinants for livestock products produced with environmental consideration. Estimation of the WTP for greenhouse gas (GHG) reduction certification display based on the analysis of the result of choice modelling indicated it was 36 yen. Analysis of the result of structural equation modeling indicated the significance of popularization enlightenment, which promotes the attitude that purchase of environment-friendly livestock products mitigates environmental issues. Additionally, social popularization enlightenment, which enhances social norm consciousness by positively evaluating environment-conscious consumption behavior, was also considered useful.