2015 Fiscal Year Final Research Report
Psychological and behavioral characteristics of organic consumers: An international comparison
| Project/Area Number |
24780217
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Multi-year Fund |
|---|
| Research Field |
Agro-economics
|
|---|
| Research Institution | Miyagi University |
|---|
Principal Investigator |
|
|---|
| Project Period (FY) |
2012-04-01 – 2016-03-31
|
| Keywords | 有機野菜 / 消費行動 / セグメンテーション / 価値 / ライフスタイル / オーガニック・コンシューマー |
|---|
| Outline of Final Research Achievements |
In this study, characteristics of “organic consumers” are examined by Schwartz’ Basic Human Values, lifestyle as well as demographic attributes. This study showed that organic consumers tend to be more willing to get involved with social matters or communicate with others and like to acquire knowledge about food. Organic consumers weigh values such as Security, Universalism, Benevolence, and Self-direction, which suggests a diversity in the way that they are motivated to purchase organic foods as well as the complexity of the motivation that leads to an individual’s purchase. Compared to German organic consumers, Japanese organic consumers are relatively more interested in matters that are related to private interest, rather than public interest, and less interested in exerting their influence in society.
|
| Free Research Field |
農業経済学
|
