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

Suggested Bibliographic Reference: Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.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