Analysis of survey data indicates that Japanese consumers discount their willingness to pay for U.S. beef and pork relative to that of domestic products, but that the discounts have declined from 2006 to 2009. The discounts for U.S. products were greater than those imported from other countries...

Attitudes of Japanese consumers toward domestic and foreign varieties of rice were analyzed on the basis of a survey. We found that the current retail prices for imported rice are higher than the average consumers’ willingness-to-pay (WTP), whereas most domestic rice was priced below the...