Readiness to pay more for special grown produces in Japan 2021, by purchase frequency
Consumers who bought agricultural produces from organic or special cultivations were the most willing to pay more for such produces as revealed in a survey conducted in July 2021. Around 33 percent of respondents who bought such produces at least sometimes were willing to pay up to 30 percent more than the price of general goods. In contrast, the majority of respondents who have rarely or never bought foods grown with special cultivation methods would not pay more for such produces.
