A0377
Title: Analysis of consumer purchasing attitudes toward organically grown vegetables
Authors: Yumi Asahi - Tokyo University of Science (Japan) [presenting]
Abstract: The production of vegetables in Japan has declined since the late 1980s because there were fewer agricultural workers. On the other hand, the number of imported vegetables has increased because the price of imported vegetables is low, and a stable supply of them is possible. However, in recent years, the consumers have become increasingly aware of problem related to the safety of food like chemical levels in imported vegetables, therefore, needs of domestic vegetable have risen. Therefore, the focus is on organically grown vegetables and search for the preference considerations that the consumer values when purchasing vegetables. To understand the causal relationship, analyze the factors related to buying organically grown vegetables. As a result of the analysis, the preference consideration on purchases of the vegetable became the result of valuing in order of price, growing area, cultivation method and production management. The purchasing factor of organically grown vegetables includes health trends, safety awareness, food concerns, regional society concerns, and environmental concerns. The development of social motivations has led to a change in attention to the entire food chain and has been linked to the purchase of organically grown vegetables.
