研究実績の概要 |
Main objectives of this proposed study are to examine which food values are most/least important, and to analyze in what “food values” people value across three important regions of the world. The pandemic limited the scope of our studies on food values to expand. We tried our best to make a progress. We planned to conduct a study in each region. Because of difficulty in international research trips, we collaborated with local researchers to conduct a smaller scale study to examine the consumers’ willingness to pay for the premium prices on organic food and certified authentic and traditional food. We also utilized the results from the existing studies targeting in different parts of the world for international comparisons. By testing similar hypotheses, we have been able to compare our results from our studies in Japan with the studies in North America and Europe. The pandemic has also produced a unique opportunity to examine the change in the consumer behavior with an external shock that might have made people modify the priorities in daily life. There has been development of understanding in consumer behavior using food value concepts. One of them is related to consumers’ sustainable food choices. Determinants for sustainable food choices were examined for the case of Japan and compared to the cases of other countries.
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