As the consumption of dairy products continues to increase, consumers are increasingly paying attention to farm animal welfare (FAW) and its relationship with intensive production methods. Specifically, consumers of dairy products are becoming increasingly concerned about making socially responsible purchases. This study considers the nuances of this trend in Japan, which is an interesting market for analysis, as it lags other developed countries in terms of FAW but typically leads consumption of livestock products among Asian countries. We examine consumer demand for milk produced by an ecological, or extensive, production method that carefully considers FAW using a nationwide web questionnaire. First, we clarify how consumer knowledge and experience of dairy farming affects their purchasing behavior using a generalized linear mixed model. Next, we use a randomized controlled trial and choice experiment to analyze how eliminating information asymmetry impacts consumer product preferences. The results show that consumer knowledge and experience greatly influence consumption behavior. In addition, we find that there is potential consumer demand for FAW labeling. Importantly, the potential demand for labeling can be stimulated by providing truthful information about dairy production sites. We clarify the causes of information asymmetry in Japan and discuss the policy implications of our results.

随着乳制品消费量的不断增加，消费者越来越关注农场动物福利（FAW）及其与集约化生产方式的关系。具体而言，乳制品的消费者越来越关注购买对社会负责的产品。本研究考虑了日本这一趋势的细微差别，日本是一个有趣的分析市场，因为它在秋粘虫方面落后于其他发达国家，但通常在亚洲国家的畜产品消费方面领先。我们使用全国性的网络问卷调查了消费者对通过生态或粗放生产方法生产的牛奶的需求，该方法仔细考虑了秋粘虫。首先，我们使用广义线性混合模型阐明消费者对奶牛养殖的知识和经验如何影响他们的购买行为。下一个，我们使用随机对照试验和选择实验来分析消除信息不对称如何影响消费者产品偏好。结果表明，消费者的知识和经验极大地影响了消费行为。此外，我们发现一汽标签存在潜在的消费者需求。重要的是，可以通过提供有关乳制品生产场所的真实信息来刺激对标签的潜在需求。我们澄清了日本信息不对称的原因，并讨论了我们结果的政策含义。我们发现一汽标签存在潜在的消费者需求。重要的是，可以通过提供有关乳制品生产场所的真实信息来刺激对标签的潜在需求。我们澄清了日本信息不对称的原因，并讨论了我们结果的政策含义。我们发现一汽标签存在潜在的消费者需求。重要的是，可以通过提供有关乳制品生产场所的真实信息来刺激对标签的潜在需求。我们澄清了日本信息不对称的原因，并讨论了我们结果的政策含义。