2011 Fiscal Year Final Research Report
The influence of the subjective norm on consumers' intention to purchase foods derived from modern biotechnology
| Project/Area Number |
22700775
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Eating habits, studies on eating habits
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| Research Institution | Tokyo Denki University |
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Principal Investigator |
KIMURA Atsushi 東京電機大学, 情報環境学部, 助教 (90462530)
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| Project Period (FY) |
2010 – 2011
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| Keywords | 食行動 |
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| Research Abstract |
The aim of the present study is to describe major positive and negative beliefs and consumption stereotypes toward genetically modified(GM) food among Japanese consumers, and to identify differences in those beliefs and stereotypes among consumer segments with different levels of intention to purchase. In this study, respondents were asked to rate their purchase intention, attitude and subjective norm and to indicate their agreement with each of three positive and three negative beliefs which were extracted from the preliminary survey. Among a sample of 300 Japanese consumers, three segments are distinguished with respect to purchase intentions for GM food : proponent, neutral and opponent. The results demonstrate that the proponent and the neutral group were almost congruent in their beliefs and stereotypes toward GM food, except in beliefs about ethical concern.
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Research Products
(18 results)
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[Journal Article] Dish influences implicit gender-based food stereotypes among young Japanese adults2012
Author(s)
Kimura, A., Wada, Y., Asakawa, A., Masuda, T., Goto, S., Dan, I., & Oka, T.
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Journal Title
Appetite
Volume: Vol.58
Pages: 940-945
DOI
Peer Reviewed
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[Journal Article] Using conjoint analysis to assess purchase intent of fermented soy product(natto) among Japanese housewives2011
Author(s)
Kimura, A., Kuwazawa, S., Wada, Y., Kyutoku, Y., Okamoto, M., Yamaguchi, Y., Masuda, T., & Dan, I.
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Journal Title
Journal of Food Science
Volume: Vol.76
Pages: S217-224
DOI
Peer Reviewed
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[Journal Article] Interactive effects of carbon footprint information and its accessibility on value and subjective qualities of food products2010
Author(s)
Kimura, A., Wada, Y., Kamada, A., Masuda, T., Okamoto, M., Goto, S., Tsuzuki, D., Cai, D., Oka, T., & Dan, I.
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Journal Title
Appetite
Volume: Vol.55
Pages: 73-79
DOI
Peer Reviewed
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[Journal Article] Eating habits in childhood relate to preference for traditional diets among young Japanese2010
Author(s)
Kimura, A., Wada, Y., Ohshima, K., Yamaguchi, Y., Tsuzuki, D., Oka, T., & Dan, I.
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Journal Title
Food Quality and Preference
Volume: Vol.21
Pages: 843-848
DOI
Peer Reviewed
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