Theoretical and Empirical Research on the Possibility of Applying Construal Level Theory to Research on Fresh Produce Consumption Behaviors

2014 Fiscal Year Final Research Report

• Project/Area Number: 25660180
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Agricultural science in management and economy
• Research Institution: Tokyo University of Agriculture (2014); National Agriculture and Food Research Organization (2013)
• Principal Investigator: OURA yuji 東京農業大学, 国際食料情報学部, 教授 (80355479)
• Co-Investigator(Kenkyū-buntansha): HIROMASA Yukio 明治大学, 農学部, 教授 (00173295) ; UJIIE Kiyokazu 筑波大学, 生命環境科学研究科, 准教授 (30401714) ; YOSHIDA Shinichi 国立研究開発法人農業, 食品産業技術総合研究機構, 研究員 (50469839) ; SAKURAI Seiichi 千葉大学, 園芸学研究科, 教授 (60334174)
• Co-Investigator(Renkei-kenkyūsha): YAMAMOTO Junko 国立研究開発法人農業, 食品産業技術総合研究機構, 主任研究員 (00355471)
• Project Period (FY): 2013-04-01 – 2015-03-31
• Keywords: 解釈レベル理論 / 農産物消費

Outline of Final Research Achievements

Two studies examined whether “construal level theory” is applicable to research on fresh produce consumption behaviors. A choice experiment was first carried out to verify the reasonableness of the measurement technique of the construal level theory and confirmed that the manipulation of construal levels brought about significant changes in the behaviors chosen by respondents. A web-based survey followed and confirmed how different types of psychological distance affect the choices of the respondents. The survey revealed that social distance has an impact on all of the assessment criteria: product quality, product prices, convenience of stores and extent of product recognition. Temporal distance had an impact on the convenience of stores. No significant difference was observed in the relationships among other types of psychological distance and assessment criteria.

Free Research Field

食行動