Japanese Consumers’ Perceptions on and Willingness to Pay for Credence Attributes Associated with Canola Oil

In this study we found that Japanese consumers value the conventional health claim “low in saturated fat†more than the relatively newer claims, such as “high in oleic acid.†In addition, consumers do not prefer oil with genetically modified ingredients or oil that is not domestically produced, but they are willing to pay extra for “organic†or “functional food†features. We also found that the scope and source of information on these credence attributes may also affect consumers’ choices and willingness to pay and that the effects may not be completely consistent with what one would expect.