農林業問題研究
Online ISSN : 2185-9973
Print ISSN : 0388-8525
ISSN-L : 0388-8525
個別報告論文
農産物購買行動への「解釈レベル理論」の適用可能性
―イチゴを素材にWEBアンケート調査を用いて―
吉田 晋一大浦 裕二氏家 清和
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2016 年 52 巻 2 号 p. 65-70

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This study discusses the applicability of the construal level theory to consumer behavior toward agricultural products, by investigating the evaluation axis of strawberry purchasing consumers under different psychological distances. Temporal and social distances affected the evaluation axis for strawberries, a result mostly consistent with the construal level theory. Therefore, the theory is reflective of agricultural products purchasing behaviors. As such, an adaptation of the theory would be useful in studying consumer behavior toward these products. On the other hand, spatial distance did not affect the evaluation axis for strawberries. Therefore, the theory may be ineffective in analyzing consumer behavior toward agricultural products compared to other goods, which can be explained by differences in purchasing frequency.

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© 2016 地域農林経済学会
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