| Project/Area Number |
19H03061
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Review Section |
Basic Section 41010:Agricultural and food economics-related
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| Research Institution | Waseda University |
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Principal Investigator |
Gemma Masahiko 早稲田大学, 社会科学総合学術院, 教授 (90231729)
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| Co-Investigator(Kenkyū-buntansha) |
合崎 英男 北海道大学, 農学研究院, 准教授 (00343765)
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| Project Period (FY) |
2019-04-01 – 2023-03-31
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| Project Status |
Completed (Fiscal Year 2023)
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| Budget Amount *help |
¥12,870,000 (Direct Cost: ¥9,900,000、Indirect Cost: ¥2,970,000)
Fiscal Year 2022: ¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
Fiscal Year 2021: ¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2020: ¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Fiscal Year 2019: ¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
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| Keywords | Food Values / Economic Analysis / International Comparison / Stated Preference Method / Sustainable Food / Organic Food / Food Value / Demographical data / Hypothetical Bias / Demographical Data / CVM |
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| Outline of Research at the Start |
People’s food choices can be explained by their preferences for more abstract food quality attributes so called “food values”. This study proposes to examine food values using a stated preference method (i.e., best-worst scaling (BWS) approach) in Asia, the United States (US) and Europe.
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| Outline of Final Research Achievements |
Main objectives of this study are to examine which food values are most/least important, and to analyze in what “food values” people value across three important regions of the world.
In Japan, as in Europe and the United States, safety is considered the most important factor when choosing food, but the data collected from the subjects showed that it is not as important as it is in both countries. It was also found that taste and price were considered important. We also found that nutrition is not as important as in Europe and America. It turns out that animal welfare, which is considered important in Europe and the United States, is not so important in Japan. Furthermore, it was confirmed that in Japan, novelty is not important when selecting food, and being based on tradition is not important either.
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| Academic Significance and Societal Importance of the Research Achievements |
本研究は、食品のマーケティング戦略だけでなく、食品や消費者政策の意思決定にも役立ちます。日本の食品メーカーは、日本の食品市場においては、食品の安全性の確保だけでなく、味や価格を重視する綿密な戦略の策定により、自社製品の差別化を図ることができるであろうことがこの研究の結果から考察できます。さらに、日本の政策決定者は、食品安全規則の厳格な実施や、高品質食品の認証システムの導入することで、食品の安全性を確保することになり、消費者に利益をもたらすことができることが分かりました。
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