Abstract
Nowadays, rice production for feeds is increasing in Shiga prefecture. Rice production for feeds makes efficient use of paddy fields. However, such rice farms do not make more profit than those that produce rice for staple food. Eggs produced with rice feed are supplied the members by Coop-Shiga. However, their purchase behavior tends to differ by age and membership history. The members who want to use these eggs do not mind its method of production whether fed rice or not. Moreover they have already used it before feeding rice. The use of rice for feeds is not recognized by members. This is because Coop-Shiga does not state its egg’s concepts clearly. Coop-Shiga has to make its concept clear and carry out promotion activities to get new users.
