우유소비자의 위험회피에 대한 선호구조 분석

초록

The purpose of this paper is to clarify the preference structure in selfpays of Japanese milk consumers for risk avoidance. This paper takes notice of the risks that arise from the food production and the food consumption, which have different characteristics in diary industry. The risk avoidances are defined as two individual risks and one complex risk in this paper.：1)The first is to escape from the risk derived from food poisoning that may hurt consumers' health directly in a short term(risk P).2)The second is to escape from the risk derived from environmental contamination that may hurt consumers' health indirectly and its hazards will extend over next generations in a long term(risk N).3)The third is to escape from two risks above at the same time.Average WTP of risk P resulted in 6.0 to 28.9 yen, WTP of risk N was from 11.5 to 37.7 yen. From the result above, if it is interpreted as usual it means that 66.6 yen of the amount of individual estimates should have to be paid from their household economies. However in case the risk P and the risk N were combined, Average WTP of risk PN ranged from 16.8 to 42.3 yen, and the amount of individual estimates were significantly big. Therefore, the results above show that WTP may not be equal when the value of the good is estimated individually and when it is estimated at the same time, i.e. , owing to duplication of the values that the estimated objects have and/or consumers' limit on the goods (budget constraint). Consequently, when we estimate such values through single goods, We need to put an conservative interpretation on WTP elicited from consumers.

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