環境保全型農業における販売実態とブランド戦略

新潟県佐渡市の「朱鷺と暮らす郷づくり認証制度」について

抄録

This research verifies the sales situation and clarifies the brand strategy in production and sales for life-brand rice produced through environmental-friendly agriculture. With Niigata prefecture's Sado city recommending environmental-friendly agriculture, we analyzed the current state of circulation and sale of rice produced under the “certified rice living with the Japanese Crested Ibis certification system, ” clarifying the actual sales situation. We examined the consciousness of the rice shop as a selling destination based on a questionnaire survey and conducting hearing research about the environmental conservation awareness of consumers. With regard to the sustainability of environment-friendly agriculture, biodiversity conservation and security ensured by securing the inherent safety of agricultural products will increase both in real value and long term sustainability from an economic point of view. Therefore, it is necessary to promote the securing of cooperating rice shops and ensure their understanding. An important issue concerns development of a mechanism of information transmission to improve the understanding level of consumers regarding these factors.