Market Segmentation for Environmentally Friendly Agricultural Products in Japan: A Literature Review of Demographic Characteristics

Abstract

This study explores the market segmentation for environmentally friendly agricultural products by reviewing previous studies conducted in Japan. The literature review, which focused on demographic characteristics, identified three key consumer segments: elderly individuals, child-rearing women, and unmarried workers. Identifying these distinctive segments is important for developing efficient and targeted measures for stimulating demand. Further research on segmentation, which considers psychological and behavioral traits of consumers, is recommended.