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Marketing of Organic Agricultural Products : Safety Information Presentation to Consumers and Store Design at Retail Level

Research Project

Project/Area Number 15330088
Research Category

Grant-in-Aid for Scientific Research (B)

Allocation TypeSingle-year Grants
Section一般
Research Field Commerce
Research InstitutionHosei University

Principal Investigator

OGAWA Kosuke  Hosei University, Faculty of Business Administration, Professor, 経営学部, 教授 (50105855)

Co-Investigator(Kenkyū-buntansha) ABE Shouzo  Yokohama National University, Faculty of Business Administration, Professor, 経営学部, 教授 (30060015)
NISHIO Chizuru  University of Tsukuba, Graduate School of Business Sciences, Professor, ビシネス科学研究科, 教授 (80241769)
AOKI Michiyo  Tamagawa University, Faculty of Business Administration, Associate Professor, 経営学部, 助教授 (50289790)
TAKEUCHI Toshie  Hosei University, Faculty of Business Administration, Professor, 経営学部, 教授 (40366828)
SAKAI Osamu  Osaka University of Commerce, College of Comprehensive Business Administration, Assistant, 総合経営学部, 講師
Project Period (FY) 2003 – 2005
Project Status Completed (Fiscal Year 2005)
Budget Amount *help
¥13,100,000 (Direct Cost: ¥13,100,000)
Fiscal Year 2005: ¥4,400,000 (Direct Cost: ¥4,400,000)
Fiscal Year 2004: ¥4,300,000 (Direct Cost: ¥4,300,000)
Fiscal Year 2003: ¥4,400,000 (Direct Cost: ¥4,400,000)
KeywordsOrganic Vegetable / local production for local consumption / Food Safety / Processing of organic vegetables / Storefront Research / 消費者行動 / ユニクロ / 顔の見える野菜 / ACR / 中国・青島 / 築地市場 / FRフーズ
Research Abstract

(1)Consumer research
In 2004, researchers conducted a consumer survey at retail shops in Tokyo to study consumer attitudes towards organic/healthy/locally-grown vegetables. A total of 686 samples (valid sample rate 34.3%) were collected. The research demonstrated that while 76 % of the respondents were interest in organic or vegetables grown with reduced chemical pesticide, many (43%) consumers were not willing to pay premium for 'Tokyo Yasai', i.e., locally grown fresh vegetables.
The free answers of the research were analyzed by Nishio and Takeuchi using text-mining method. This qualitative study suggests that consumers do not recognize the differences between 'organic' and 'reduced pesticides' vegetables, and that consumers' motivations behind the perceived benefits of such vegetables vary among individuals.
Abe studied consumer attitude and found that 'organic' does not constitute an independent category. Consumers evaluate 'organic' vegetables in tandem with 'conventional' products.
A … More be and Aoki conducted additional research for the members of Seikatsu Club Coop, Odawara in 2005.
(2)Inspection tours
The investigators visited production sites in Tsukuba, Shandong Province, China, organic stores in Holland, flower production sites in India and Malaysia, and Wholefoods, a natural food chain store, in the U.S.
(3)Lectures by vegetable marketing experts
In order to study the realities of the business operation of the organic or healthier vegetable market, the research team invited experts of production (Watami-farm and JA Yatabe), retailing (Aeon, Ito-Yokado, e-agri (B to B e-marketer) and GMS (coop)) and certification body (SEQ). The lectures were published (Ogawa and Aoki).
(4)Other deliverables
The team made presentations at Asia Consumer Research Association meeting in South Korea. Also, an extensive literature survey database was compiled. This database includes summary of several hundreds of articles and books in related fields. Based on this, Ogawa wrote literature reviews. Less

Report

(4 results)
  • 2005 Annual Research Report   Final Research Report Summary
  • 2004 Annual Research Report
  • 2003 Annual Research Report

Research Products

(30 results)

All 2006 2005 2004 2003 Other

All Journal Article (26 results) Book (1 results) Publications (3 results)

  • [Journal Article] 有機農産物の生産流通システムに関する調査研究-講演および調査視察の要約2006

    • Author(s)
      小川 孔輔, 青木 恭子
    • Journal Title

      イノベーション・マネジメント(法政大学イノベーション・マネジメント研究センター) 第3号

      Pages: 123-160

    • NAID

      110005943758

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] A Study on Production and Distribution System for Organic Agricultural Products : Summary of Lectures by Experts and Inspection Tours, Innovation Management2006

    • Author(s)
      Kosuke Ogawa, Kyoko Aoki
    • Journal Title

      Journal of Hosei University Innovation Management Research Center No.3

      Pages: 123-160

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] 有機農産物の流通、安全性、消費者反応に関する既存研究の概観(中) : 有機農産物の国際貿易、食の安全性に対する消費者反応2005

    • Author(s)
      小川 孔輔
    • Journal Title

      経営志林 第42巻第3号

      Pages: 15-36

    • NAID

      110005050240

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] 「有機」野菜に対する消費者の態度と行動2005

    • Author(s)
      阿部 周造
    • Journal Title

      横浜経営研究 第26巻第2号

      Pages: 19-34

    • NAID

      110007126510

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Annual Research Report 2005 Final Research Report Summary
  • [Journal Article] 急成長する米国オーガニックSM、ホールフーズ社の謎を解く2005

    • Author(s)
      小川 孔輔
    • Journal Title

      チェーンストアエイジ 6月5日号

      Pages: 46-49

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Annual Research Report 2005 Final Research Report Summary
  • [Journal Article] 米国LOHAS層を牽引するホールフーズはなぜ急成長したのか2005

    • Author(s)
      小川 孔輔
    • Journal Title

      チェーンストアエイジ 12月1日号

      Pages: 36-38

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Annual Research Report 2005 Final Research Report Summary
  • [Journal Article] Literature Review of Previous Studies concerning the Distribution, Safety and Consumer Response for Organic Agricultural Products(2) : Consumer Response to international Trade of Organic Foods and Food Safety2005

    • Author(s)
      Kosuke Ogawa
    • Journal Title

      Keiei Shirin (Hosei Business Review) Vol.42, No.3

      Pages: 15-36

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Consumer Attitude and Behavior for 'Organic' Vegetables2005

    • Author(s)
      Shozo Abe
    • Journal Title

      Yokohama Business Review Vol.26, No.2

      Pages: 19-34

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Unraveling the Secret of the Rapid Growth of Wholefoods, the US-based Organic SM2005

    • Author(s)
      Kosuke Ogawa
    • Journal Title

      Chain Store Age, June 5

      Pages: 46-49

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Reasons of the Fast Growth of Wholefoods as a Leader of the LOHAS Market in the US2005

    • Author(s)
      Kosuke Ogawa
    • Journal Title

      Chain Store Age, December 1

      Pages: 36-38

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] 有機農産物の流通、安全性、消費者反応に関する既存研究の概観(中):有機農産物の国際貿易、食の安全性に対する消費者反応2005

    • Author(s)
      小川 孔輔
    • Journal Title

      経営志林 第42巻第3号

      Pages: 15-36

    • NAID

      110005050240

    • Related Report
      2005 Annual Research Report
  • [Journal Article] Factors of Household Recycling and Waste Reduction Behavior2005

    • Author(s)
      Chizuru Nishio, Toshie Takeuchi
    • Journal Title

      Asia Pacific Advances in Consumer Research 6(印刷中のため未定)

    • Related Report
      2004 Annual Research Report
  • [Journal Article] Branding of Japanese Organic Supermarket and Characteristics of Consumer Behavior in Its User Segments2005

    • Author(s)
      Osamu Sakai, Kosuke Ogawa
    • Journal Title

      Asia Pacific Advances in Consumer Research 6(印刷中のため未定)

    • NAID

      110004683949

    • Related Report
      2004 Annual Research Report
  • [Journal Article] An Analysis of Determinants of Consumer' s Recycling Behavior2005

    • Author(s)
      Michiyo Aoki
    • Journal Title

      Asia Pacific Advances in Consumer Research 6(印刷中のため未定)

    • Related Report
      2004 Annual Research Report
  • [Journal Article] 有機農産物の流通、安全性、消費者反応に関する既存研究の概観(上) : 有機農業と有機農産物の流通2004

    • Author(s)
      小川 孔輔
    • Journal Title

      経営志林 第41巻第3号

      Pages: 1-17

    • NAID

      110004708989

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] 新鮮な江戸野菜を都民に-、東京とれたて野菜プロジェクト2004

    • Author(s)
      小川 孔輔
    • Journal Title

      農林統計調査 2月号

      Pages: 4-10

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Literature Review of Previous Studies concerning the Distribution, Safety and Consumer Response for Organic Agricultural Products(1) : Organic Agriculture and Distribution of Organic Agricultural Products2004

    • Author(s)
      Kosuke Ogawa
    • Journal Title

      Keiei Shirin (Hosei Business Review) Vol.41, No.3

      Pages: 1-17

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Fresh Local 'Edo' Vegetables for Tokyoites : Tokyo Farm-Fresh Vegetable Project2004

    • Author(s)
      Kosuke Ogawa
    • Journal Title

      Norin Tokei Chosa (Agriculture and Forestry Statistics)

      Pages: 4-10

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Factors of Household Recycling and Waste Reduction Behavior2004

    • Author(s)
      Chizuru Nishio, Toshie Takeuchi
    • Journal Title

      Proceedings of Association for Consumer Research 2004 Asia Pacific Conference, May 13

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Branding of Japanese Organic Supermarket and the Characteristics of Consumer Behavior in Its User Segments2004

    • Author(s)
      Osamu Sakai, Kosuke Ogawa
    • Journal Title

      Proceedings of Association for Consumer Research 2004 Asia Pacific Conference, May 14

    • NAID

      110004683949

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Can We Identify the Research Hypothesis with the Alternative Hypothesis?'2004

    • Author(s)
      Shuzo Abe
    • Journal Title

      Proceedings of Association for Consumer Research 2004 Asia Pacific Conference, May 15

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] An Analysis of Determinants of Consumer's Recycling Behavior2004

    • Author(s)
      Michiyo Aoki
    • Journal Title

      Proceedings of Association for Consumer Research 2004 Asia Pacific Conference, May 15

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] 有機農産物の流通、安全性、消費者反応に関する研究:既存研究の概観(上)2004

    • Author(s)
      小川 孔輔
    • Journal Title

      経営志林(法政大学経営学会) 41巻3号

      Pages: 1-17

    • Related Report
      2004 Annual Research Report
  • [Journal Article] Service Quality Perceptions and Customer Satisfaction : Evaluating the Role of Culture2004

    • Author(s)
      Michel Laroche, Linda C.Uelthschy, Shuzo Abe, Mark Cleveland, Peter P.Yannopoulas
    • Journal Title

      Journal of International Marketing Vol.12,No.3

      Pages: 58-85

    • Related Report
      2004 Annual Research Report
  • [Journal Article] 消費者の環境認知とコミュニケーション2003

    • Author(s)
      西尾 チヅル
    • Journal Title

      オフィス・オートメーション 第24巻第2号

      Pages: 35-41

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Journal Article] Consumer Perception and Communication on Environmental Issues2003

    • Author(s)
      Chizuru Nishio
    • Journal Title

      Office Automation Vol.24, No.2

      Pages: 35-41

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2005 Final Research Report Summary
  • [Book] 消費者行動研究の新展開2004

    • Author(s)
      阿部周造, 新倉貴士(編著)
    • Total Pages
      214
    • Publisher
      千倉書房
    • Related Report
      2004 Annual Research Report
  • [Publications] 小川 孔輔: "新鮮な江戸野菜を都民に:東京とれたて野菜プロジェクト"農林統計調査. 2月号. 4-10 (2004)

    • Related Report
      2003 Annual Research Report
  • [Publications] 西尾 チヅル: "消費者の環境認知とコミュニケーション"オフィス・オートメーション. Vol.24 No.2. 35-41 (2003)

    • Related Report
      2003 Annual Research Report
  • [Publications] Chizuru Nishio: "Factors of Household Recycling and Waste Reduction Behavior"Asia-Pacific Advances in Consumer Research. Vol.VI(In press). (2004)

    • Related Report
      2003 Annual Research Report

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Published: 2003-03-31   Modified: 2016-04-21  

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