2005 Fiscal Year Final Research Report Summary
Marketing of Organic Agricultural Products : Safety Information Presentation to Consumers and Store Design at Retail Level
| Project/Area Number |
15330088
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Hosei University |
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Principal Investigator |
OGAWA Kosuke Hosei University, Faculty of Business Administration, Professor, 経営学部, 教授 (50105855)
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| Co-Investigator(Kenkyū-buntansha) |
ABE Shouzo Yokohama National University, Faculty of Business Administration, Professor, 経営学部, 教授 (30060015)
NISHIO Chizuru University of Tsukuba, Graduate School of Business Sciences, Professor, ビシネス科学研究科, 教授 (80241769)
AOKI Michiyo Tamagawa University, Faculty of Business Administration, Associate Professor, 経営学部, 助教授 (50289790)
TAKEUCHI Toshie Hosei University, Faculty of Business Administration, Professor, 経営学部, 教授 (40366828)
SAKAI Osamu Osaka University of Commerce, College of Comprehensive Business Administration, Assistant, 総合経営学部, 講師
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| Project Period (FY) |
2003 – 2005
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| Keywords | Organic Vegetable / local production for local consumption / Food Safety / Processing of organic vegetables / Storefront Research |
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| Research Abstract |
(1)Consumer research
In 2004, researchers conducted a consumer survey at retail shops in Tokyo to study consumer attitudes towards organic/healthy/locally-grown vegetables. A total of 686 samples (valid sample rate 34.3%) were collected. The research demonstrated that while 76 % of the respondents were interest in organic or vegetables grown with reduced chemical pesticide, many (43%) consumers were not willing to pay premium for 'Tokyo Yasai', i.e., locally grown fresh vegetables.
The free answers of the research were analyzed by Nishio and Takeuchi using text-mining method. This qualitative study suggests that consumers do not recognize the differences between 'organic' and 'reduced pesticides' vegetables, and that consumers' motivations behind the perceived benefits of such vegetables vary among individuals.
Abe studied consumer attitude and found that 'organic' does not constitute an independent category. Consumers evaluate 'organic' vegetables in tandem with 'conventional' products.
A
… More
be and Aoki conducted additional research for the members of Seikatsu Club Coop, Odawara in 2005.
(2)Inspection tours
The investigators visited production sites in Tsukuba, Shandong Province, China, organic stores in Holland, flower production sites in India and Malaysia, and Wholefoods, a natural food chain store, in the U.S.
(3)Lectures by vegetable marketing experts
In order to study the realities of the business operation of the organic or healthier vegetable market, the research team invited experts of production (Watami-farm and JA Yatabe), retailing (Aeon, Ito-Yokado, e-agri (B to B e-marketer) and GMS (coop)) and certification body (SEQ). The lectures were published (Ogawa and Aoki).
(4)Other deliverables
The team made presentations at Asia Consumer Research Association meeting in South Korea. Also, an extensive literature survey database was compiled. This database includes summary of several hundreds of articles and books in related fields. Based on this, Ogawa wrote literature reviews. Less
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Research Products
(20 results)
