In this article, we consider the noncompensatory valuation of food safety among Japanese consumers with regard to the purchase of beef. Using a choice experiment with a wide range of choice rules, we examine the valuation of beef by Japanese consumers in terms of the country of origin and Bovine Spongiform Encephalopathy (BSE)-test status of beef. The results reveal that a Random Parameters Logit (RPL) model along with the noncompensatory choice rules is more suitable than a compensatory model for measuring the valuation of food safety with regard to beef by consumers who are conscious of food safety. Further, theWillingness to Pay (WTP) for each BSE-tested type of beef reveals that Japanese consumers regard the BSE test as rather important for ensuring the food safety of beef.
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