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The purpose of this research is to understand how Japanese consumers intending to cook evaluate oysters produced in Miyagi Prefecture that are destined for raw consumption. The contingent valuation method was applied in our analysis and data were obtained from Internet research conducted in October 2017. Research participants were people who lived in the main areas where Miyagi Prefecture oysters are consumed. The results show that oysters destined for raw consumption are highly rated by consumers who purchase shellˆsh frequently, or consumers who place highest importance on freshness or oysters labeled ``for raw consumption'' when purchasing raw oysters. Consumers attributed an approximately 11.6 higher value on average to Miyagi Prefecture oysters destined for raw consumption than to the same-origin oysters destined for cooking.

Evaluation of shelled oysters from Miyagi Prefecture destined for raw consumption by Japanese consumers intending to cook