ファストフード選択における健康・持続可能性・食品保証のバランス：台湾での離散選択実験
Balancing Health, Sustainability, and Food Assurance in Fast-Food Choice: A Discrete Choice Experiment in Taiwan (原題)
Chun-Chieh Ma, Hsiao-Ping Chang
🤖 gxceed AI 要約
日本語
台湾の回答者401名を対象に離散選択実験を実施し、ファストフード選択における栄養表示・健康訴求・カーボンラベル・トレーサビリティ・代替食品・価格プレミアムへの選好と支払意思額を推定した。5つの非価格属性はいずれも効用を有意に高め、価格プレミアムは負の効果を示した。MWTPは栄養表示が最も高く（12.63台湾ドル）、カーボンラベルは8.05台湾ドルだった。
English
A discrete choice experiment with 401 Taiwanese respondents estimated preferences and willingness to pay for nutrition labeling, a health cue, carbon labeling, traceability, an alternative-food option, and a price premium in fast-food choice. All five non-price attributes significantly raised utility while the price premium lowered it. Marginal WTP was highest for nutrition labeling (TWD 12.63) and lowest for the alternative-food option (TWD 7.84), with carbon labeling at TWD 8.05.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
炭素ラベルに対する消費者の支払意思額を示す実証例として、日本企業が食品・外食分野でカーボンフットプリント表示や環境訴求を検討する際の参考になる。SSBJや有報の開示制度とは直接の接続はない。
In the global GX context
Adds consumer-side evidence on carbon labeling valuation, relevant to emerging product-level carbon footprint disclosure and green-claims debates (e.g. EU Green Claims Directive) though it does not engage TCFD/ISSB corporate disclosure frameworks directly.
👥 読者別の含意
🔬研究者:炭素ラベルと健康・保証属性を同時に扱う選好評価の設計例として参照できる。
🏢実務担当者:食品・外食企業がカーボンラベルや健康訴求の価格プレミアム許容度を見積もる材料になる。
🏛政策担当者:食品環境ラベルの政策設計において消費者の受容性と価格感度を踏まえる根拠となる。
📄 Abstract（原文）
Fast-food choices increasingly involve trade-offs among health, sustainability, food assurance, and price. This study employed a discrete choice experiment to examine consumer preferences and willingness to pay for health-related, sustainability-related, food-assurance, and monetary attributes among 401 respondents in Taiwan recruited through an online convenience-sampling approach in August 2025. The experiment included nutrition labeling, a health-oriented cue, carbon labeling, food traceability, an alternative-food option, and a price premium. Choices were analyzed using conditional logit and random parameter logit models, and marginal willingness to pay (MWTP) was estimated for each non-price attribute. All five non-price attributes significantly increased choice utility, whereas the price premium had a significant negative effect. The highest MWTP point estimate was observed for nutrition labeling (TWD 12.63), followed by the health-oriented cue (TWD 11.76), food traceability (TWD 10.59), carbon labeling (TWD 8.05), and the alternative-food option (TWD 7.84). This ordering should be interpreted descriptively because pairwise statistical differences among the MWTP estimates were not formally tested. Random parameter logit estimates were broadly consistent with the conditional logit results, with significant unobserved heterogeneity detected only for the conventional alternative-specific constant. Overall, the findings indicate that respondents assigned positive value to health-, sustainability-, and food-assurance attributes while remaining sensitive to additional cost, supporting the joint consideration of these attributes when examining consumer preferences in fast-food choice.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.3390/foods15203679first seen 2026-10-18 04:52:44
🔔 こうした論文の新着を逃したくない方は キーワードアラート に登録（無料・3キーワードまで）。
gxceed は公開メタデータに基づく研究支援データセットです。要約・翻訳・解説は AI 支援で生成されています。 最終的な解釈・検証は利用者が原典資料に基づいて行うことを前提とします。