Abstract
The continued drop in rice prices has prompted an increase in branded products to boost farmers’ incomes. However, to create a branded product, growers often need to adopt specific practices to meet brand-labeling standards. Thus, this study intends to elucidate the diffusion process of new farming operations by focusing on community farm enterprises (CFEs) in Toyooka City. Here, we examine the characteristics, motivations and rationales, and other factors that affect decision-making. Interviews with CFE leaders reveal that pioneer CFEs were motivated by the effect of nurturing storks. On the other hand, follower CFEs were motivated mainly by the chance to increase their income. Furthermore, pioneer CFEs encouraged follower CFEs to adopt the new methods.
