OBJECTIVES: Though tobacco price increases are effective in reducing tobacco consumption and prevalence of smoking, tobacco-tax in Japan is still lower than those in other developed countries. General public, particularly non-smokers, may think that tobacco tax is important as a source of revenue. The objectives of this research is to quantitatively assess about how general public value several aims of tobacco policy and the amount of tax revenue and to estimate “ideal” tobacco price where the price elasticity of tobacco consumption is given. METHODS: We conducted a web-based survey from 9-15, Aug 2012 including a discrete choice experiment (DCE) to elicit general public’s preference for targeted smoking rate, tax revenue, tobacco policy for the younger generation and the usage of tax . Then, we numerically forecast general publics’ support rate of a tobacco policy as a function of tobacco price where price elasticity is given.   RESULTS: