An Analysis of Consumer Evaluations of the "Tagonoura Shirasu" Certification under the Japan Geographical Indication Protection System

Over time, the Geographical Indication (GI) protection system has been independently adopted in more than 100 countries worldwide. In Japan, the GI protection system has been operating since 2015 in response to a growing interest in local brands. Therefore, based on a questionnaire survey, we econometrically analyze the consumer evaluation of Shizuoka Prefecture's Shirasu "Tagonoura Shirasu," which is registered under the GI protection system. Shirasu is a collective term for long and narrow larvae such as anchovy (Engraulis japonicus), sardine (Sardinops melanostictus), or red-eye round herring (Etrumeus sadina). Based on the contingent valuation method, we clarified that consumers' additional willingness to pay (WTP) for Tagonoura Shirasu was approximately 8.2% compared to the Shirasu produced in Shizuoka Prefecture, which has not been certified under the GI protection system. Moreover, eight characteristics of consumers with a high WTP were revealed: they have purchased Shirasu within the last year, attach importance to freshness when buying seafood, have a greater awareness of regional production standards when purchasing seafood, purchase foodstuffs linked to the revitalization of production areas and regions, show little regard for buying products as cheaply as possible when purchasing foodstuffs, know about the GI protection system in greater detail, are male, and have a high annual household income. To further enhance the economic value of Tagonoura Shirasu, it would be effective to target consumers with all eight characteristics for a high WTP.