A research group led by Tohoku University Graduate School of Agriculture, the National Institute for Environmental Studies, the University of Tsukuba, and Associate Professor Yasushi Shoji of the University Research Faculty of Agriculture has conducted research on consumer awareness of the certification label for rice produced with consideration for biodiversity (maintained rice). estimated based on willingness to pay.

Consumers rate some certification labels highly, and this evaluation suggests the possibility of differentiating and adding value to biodiversity conservation products.

In order to achieve both biodiversity conservation and food security, this research visualizes the value of biodiversity in farmland and aims to differentiate and add value to agricultural products produced with consideration for biodiversity. It is hoped that this support will help establish marketing methods that promote biodiversity conservation.

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