Marketing of Organic Agricultural Products : Safety Information Presentation to Consumers and Store Design at Retail Level

（1）消费者调查2004年，研究人员在东京的零售商店进行了一项消费者调查，研究消费者对有机/健康/当地种植蔬菜的态度。共收集样本686份，有效样本率为34.3%。调查显示，虽然76%的受访者对有机或减少化学农药种植的蔬菜感兴趣，但许多（43%）消费者不愿意为“东京亚西”支付额外费用，即，本研究的自由答案由西尾和竹内使用文本挖掘方法进行分析。通过定性研究发现，消费者并没有认识到“有机”蔬菜和“低农药”蔬菜的区别，消费者对“有机”蔬菜的认知动机也因个人而异。阿部研究了消费者的态度，发现“有机”蔬菜并不是一个独立的类别。消费者对“有机”蔬菜和“传统”产品的评价是一致的 关于我们 2005年，贝和青木对小田原Seikatsu Club Coop的成员进行了额外的研究。（2）考察团考察了中国山东筑波的生产基地、荷兰的有机商店、印度和马来西亚的花卉生产基地以及美国的天然食品连锁店Wholefoods。（3）蔬菜营销专家讲座为了研究有机或健康蔬菜市场的商业运营现实，研究小组邀请了生产（Watami-farm和JA Yatabe）、零售（Aeon，Ito-Yokado，e-agri（B to B e-marketer）和GMS（coop））和认证机构（SEQ）的专家。讲座出版（小川和青木）。（4）其他成果该小组在韩国举行的亚洲消费者研究协会会议上作了介绍。此外，还编制了一个广泛的文献调查数据库。该数据库包括数百篇相关领域的文章和书籍的摘要。在此基础上，小川撰写了文献综述。少

(1)Consumer researchIn 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 toursThe 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 expertsIn 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 deliverablesThe 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