Et profilbilde

Associate Professor
Onozaka, Yuko { "honorific-suffix": "Associate Professor", "fn": "Onozaka, Yuko", "tel": "Telephone: +47 5183 3716", "email": "" }

Faculty UiS Business School
Department UiS Business School
Room EAL H-146


PhD (Agricultural and Resource Economics) 2007

University of California, Davis


MS (Agricultural and Resource Economics) 2001

University of California, Davis


BS (Statistics) 1999

University of Washington


BS (Economics) 1999

University of Washington

Courses taught

Research areas

Areas of Research: Food marketing, choice modeling, applied econometrics

My main research topic consists of consumers? purchase decisions with environmental and social implications. In particular, I study how environmental and social aspects of food products influence consumers? purchase decisions, and how consumers make trade-offs among various food claims and also with prices. My current projects look at the valuation of various sustainability-related food labels, such as organic, locally grown, fair trade, carbon footprint, and seafood eco-labels. 


Selected publications

Peer-Reviewed Journal Articles


"Does Local Labeling Complement or Compete with Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claims" (with Dawn Thilmany McFadden). Forthcoming in American Journal of Agricultural Economics.


?Understanding the Connection between Consumer Motivations and Buying Bahavior: The Case of the Local Food System Movement? (with Gretchen Nurse and Dawn Thilmany McFadden). Forthcoming in Journal of Food Products Marketing


?Local Food Consumers: How Motivations and Perceptions Translate to Buying Behavior? (with Gretchen Nurse and Dawn Thilmany McFadden). Choices, 25(1), 2010. 


?What Exactly Are They Paying For?  Explaining the Price Premium for Organic Fresh Produce Consumers? (with David Bunch and Douglas Larson).  Agricultural & Resource Economics Update, Vol.9, No.6 (July/Aug 2006).  University of California Giannini Foundation. 


Papers in Submission


?Ecolabeled Seafood in Japanese Market: WTP Analysis Using Choice Experiment? (with Hirotsugu Uchica, Tamaki Morita and Shunsuke Managi). In review.


"In the Aftermath of the Chilean Salmon Disease: An Experimental Study of Spillover Effects From Negative Publicity" (with Håvard Hansen). In review.


Other Publications


?Defining Sustainable Food Market Segments: Do Motivations and Values Vary by Shopping Locale?? (with Gretchen Nurse and Dawn Thilmany McFadden). Forthcoming in American Journal of Agricultural Economics Proceedings Issue, 2011. 


?Uninformed or Uninterested? Surveys Examine Japanese Consumers? Interest in Sustainable Seafood? (with Hiro Uchida, Tamaki Morita, and Shunsuke Manage). Global Aquaculture Advocate, July/August, pp. 58-60, 2010.


?Location, Location, Location: Do Production Sources Influence Consumer Perceptions??  (with S. Blandon, and D. Thilmany McFadden). Agricultural Marketing Report 09-04, Department of Agricultural and Resource Economics, Colorado State University. 2009.


?Who Are the Locavores and Where Do They Shop? An Analysis of Fresh Produce Market Choices in the United States? (with D. Thilmany McFadden and C. Thomas). Agricultural Marketing Report 09-02, Department of Agricultural and Resource Economics, Colorado State University. 2009.


?The Future of Colorado Agritourism: A Look at Current and Future Participation Decisions? (with Dawn Thilmany and Martha Sullins).  Economic Development Report, Colorado State University, Report No. 9.  2008.  


?The Public?s Willingness to Pay for Improving California?s Water Quality,? (with Douglas Larson and Daniel Lew).  Benefits and Costs Resource Policies Affecting Public and Private Land: Fourteenth Interim Report [W-133].  2001



Current research

Consumer Behavior in Organic Food Purchasing in Beijing, With Xiwei Hu (University of Stavanger, Norway)


Effect of Information on Consumers? Eco-Labeled Seafood Choices in Japanese Market, With Shunsuke Managi (Tohoku University), Tamaki Morita (Yamanashi Prefectural University), Hirotsugu Uchida (University of Rhode Island)


Organic, Locality, and Food Miles ? Implications for Trade, Supply Chains, Environment, and Consumer Welfare, With Dawn Thilmany and Marisa Bunning (Colorado State University)

Work experience

Associate Professor

July 2007 to present; UiS Business School, University of Stavanger, Norway


Courses taught:

Doctor?s Econometrics (Spring 2011)

Master?s Brand Strategy and Management (MØA 175, fall 2010)

Master?s Market Research Methods (MØA225, Spring 2010)

Master?s Microeconomics (MØA120/MIN150, Spring 2009)

Master?s Market Research and Product Development (Fall 2008)


Special Appointment Assistant Professor

August 2006 to July 2010; Department of Agricultural and Resource Economics, Colorado State University, U.S.A.


Courses taught:

Introduction to Econometrics (AERC/ECON335, spring 2007)

PhD Agricultural Marketing (EA710, fall 2006); co-taught with Professor Steve Davies