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Empirical Study Examining the Factors that Promote the Consumption of Fresh Fruit by Young Single Adults

Research Project

Project/Area Number 16K07919
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Agricultural science in management and economy
Research InstitutionNational Agriculture and Food Research Organization

Principal Investigator

Yamamoto Junko  国立研究開発法人農業・食品産業技術総合研究機構, 本部, 上級研究員 (00355471)

Co-Investigator(Kenkyū-buntansha) 大浦 裕二  東京農業大学, 国際食料情報学部, 教授 (80355479)
Project Period (FY) 2016-04-01 – 2020-03-31
Project Status Completed (Fiscal Year 2019)
Budget Amount *help
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2018: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2017: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2016: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Keywords生鮮果物 / 消費 / 若年層 / 情報過負荷 / 果物 / 若年単身者 / 面接調査
Outline of Final Research Achievements

In Japan, young adults consume less fresh fruit than other age groups, both in terms of quantity and amount spent. Here, we investigated the factors behind this trend by reclassifying statistics published by the government, conducting a survey of unmarried men and women in their 20s and 30s, and measuring gaze trajectory. Our results revealed the following three findings: (1) Among the individuals born after 1976, the percentage of people who never purchase any fresh fruit is higher than in other age groups; (2) the frequency of purchasing fruit is reduced by factors such as inadequate cooking environment or because products are not sold in quantities suitable for a single person; and (3) for people who purchase fruit infrequently, the variety of fruit available on the market and the large amount of information caused information overload, which reduced the frequency of purchase. Therefore, these issues need to be addressed to encourage young, single people to consume more fruit.

Academic Significance and Societal Importance of the Research Achievements

我が国では、生鮮果物の消費量(摂取量)が目標に届かない状況が長く続き、特に20代前後の若年単身層の少なさが顕著である。単身世帯では複数世帯とは異なる消費行動が取られていると予想されることから、若年単身層に焦点を当て、生鮮果物消費の規定要因を解明することは重要な課題といえる。本研究で明らかになった若年層における「果物消費ゼロ」の増加や、調理環境整備や調理技術習得、ライフスタイルに合った商品提供の必要性、店頭での過剰な選択肢や情報提示の見直しの必要性といったことは、今後の具体的な消費拡大方策を考えるための基礎的な知見となる。

Report

(5 results)
  • 2019 Annual Research Report   Final Research Report ( PDF )
  • 2018 Research-status Report
  • 2017 Research-status Report
  • 2016 Research-status Report
  • Research Products

    (4 results)

All 2020 2019 2017

All Journal Article (2 results) (of which Peer Reviewed: 2 results,  Open Access: 2 results) Presentation (2 results)

  • [Journal Article] Information Overload among Young Consumers when Purchasing Fruits2020

    • Author(s)
      小峰彩奈,若林英里,大浦裕二,玉木志穂,山本淳子
    • Journal Title

      Journal of Food System Research

      Volume: 26 Issue: 4 Pages: 295-300

    • DOI

      10.5874/jfsr.26.4_295

    • NAID

      130007830286

    • ISSN
      1341-0296, 1884-5118
    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] 家計における生鮮果物の消費動向-2人以上世帯を対象とした年齢階層別の分析による-2017

    • Author(s)
      山本淳子、河野恵伸、大浦裕二
    • Journal Title

      フードシステム研究

      Volume: 24-3 Pages: 191-196

    • Related Report
      2017 Research-status Report
    • Peer Reviewed / Open Access
  • [Presentation] 若年層の果物購買場面における情報過負荷の発生状況に関する研究2019

    • Author(s)
      小峰彩奈,若林英里,大浦裕二,玉木志穂,山本淳子
    • Organizer
      日本フードシステム学会
    • Related Report
      2019 Annual Research Report
  • [Presentation] 家計における生鮮果物の消費動向-2人以上世帯を対象とした年齢階層別の分析による-2017

    • Author(s)
      山本淳子、河野恵伸、大浦裕二
    • Organizer
      日本フードシステム学会
    • Related Report
      2017 Research-status Report

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Published: 2016-04-21   Modified: 2021-02-19  

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