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

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/本地种植蔬菜的态度。共收集样本686份，有效样本率34.3%。研究表明，虽然76%的受访者对有机蔬菜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Yasai”（即当地种植的新鲜蔬菜）支付额外费用。Nishio和Takeuchi使用文本挖掘方法对研究的自由答案进行了分析。这一定性研究表明，消费者没有认识到“有机”蔬菜和“减少农药”蔬菜之间的区别，消费者认为这些蔬菜有益的动机因人而异。Abe研究了消费者的态度，发现“有机”并不是一个独立的类别。消费者将“有机”蔬菜与“传统”产品结合起来进行评估。2005年，他和青木还对小田原清胜社的成员进行了进一步的研究。(2)考察考察考察了中国山东建波的生产基地，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)蔬菜营销专家的讲座。为了研究有机或健康蔬菜市场的商业运作情况，研究小组邀请了生产专家（Watami-farm和JA Yatabe），零售专家（永旺，伊藤洋华堂，日本，日本）。e-agri （b2b电子营销）、GMS （coop）和认证机构（SEQ）。讲座出版（小川和青木）。(4)其他成果团队在韩国举行的亚洲消费者研究协会会议上做了报告。此外，还编制了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