Development of Dualism Model for Food Choice

2022 Fiscal Year Final Research Report

• Project/Area Number: 19K22344
• Research Category: Grant-in-Aid for Challenging Research (Exploratory)
• Allocation Type: Multi-year Fund
• Review Section: Medium-sized Section 41:Agricultural economics and rural sociology, agricultural engineering, and related fields
• Research Institution: The University of Tokyo
• Principal Investigator: Nakashima Yasuhiro 東京大学, 大学院農学生命科学研究科(農学部), 教授 (50202213)
• Project Period (FY): 2019-06-28 – 2023-03-31
• Keywords: 食選択 / 外部化 / 簡便化 / 食の価値 / WEBアンケート / Best-Worst Scaling

Outline of Final Research Achievements

Our daily dietary pattern has changed dramatically since the end of World War II, and as the opportunity cost of time has risen with the maturation of society, the phenomenon of externalization and simplification in eating has developed in general. Factors such as the selection of ingredients, the time and effort required to procure and prepare them, and the amount of time spent on meal consumption have had a complex influence on contemporary food choices.
In this study, based on the existence of people who "take time and effort" and "enjoy" for meal preparation, two perspectives, "food for living" (food A) and "food for enjoying" (food B), were set, and large-scale Web surveys were conducted to study people's attitudes and perceptions that appear in each meal situation from an analytical concept of food value.

Free Research Field

農業経済学

Academic Significance and Societal Importance of the Research Achievements

消費者の日常的な食行動や食品企業の商品戦略などで観察される、食品の安価志向やブランドの乱立などの定型化された状況を解明するため、「生きるための食」（A食）と「楽しむための食」（B食）という視角から食選択が二元論的に行われるという新たなモデルを検討した。その概念枠組みの下で「食の価値」視点に基づきながら、食行動をめぐる態度や認識に関して多角的な評価を行った。このモデルは、食品分野のマーケティング手法、食を利用した地域振興のあり方、公的に支援すべき食の対象の明確化といった政策論に新たな知見を提供することが期待される。