Cognitive Structure of Japanese Consumers Regarding Biodiversity

- Enhanced Agricultural Products (BEAPs): A Structural Equation Modeling Study

Abstract

We examined the cognitive structure of Japanese consumers regarding biodiversity-enhanced agricultural products (BEAPs). Structural equation modeling (SEM) was performed according to the results of a factor analysis. Our results showed that BEAPs have three main values for Japanese consumers: value related to psychological well-being, value related to properties as foodstuffs, and eco-friendly value. Results indicated that demographic characteristics, such as gender, age, income, and region, affect the three values. Value related to psychological well-being was the important factor that led consumers to determine their behavioral intention toward BEAPs. Therefore, a marketing approach that emphasizes value related to psychological well-being may be an effective approach to facilitate the spread of BEAPs in Japan.