2011 Fiscal Year Final Research Report
Role of Trust in the Market Penetration of Organic Foods
| Project/Area Number |
22730337
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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 |
Commerce
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| Research Institution | Miyagi University |
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Principal Investigator |
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| Project Period (FY) |
2010 – 2011
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| Keywords | 流通 |
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| Research Abstract |
In this study, factors that affect the difference in the structure of organic food market were examined by the comparison of questionnaire surveys conducted in Japan and Germany. The study found that consumers who shop at"open"channels like supermarket have relatively higher degree of "general trust"compared to those who don' t, and therefore, measures that contribute to raise the degree of "general trust"appeared to be effective in efforts of mainstreaming the organic food market. However as the survey in Germany showed the different results, this relationship needs further inquiries.
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