"We find that Japanese consumers pay a significant premium for local wheat bread and that more than half the observed demand variation is explained by a product's quasipublic nature. In contrast, reference-point effects suggest that those who frequently buy local food have a negative willingness-to-pay for imported or nonlocal-domestic breads."
Source: Motivations for Local Food Demand by Japanese Consumers: A Conjoint Analysis with Reference-Point Effects
By Hisamitsu Saito, Yoko Saito
Published online: 5 OCT 2012
Journal of Agribusiness