Analysis of Value Recognition and Features of Biodiversity-Friendly Agriculture Perceived by Urban Residents

Abstract

This paper analyzes value recognition and features of biodiversity-friendly agriculture perceived by urban residents, using factor analysis and cluster analysis. A total of six factors were obtained using factor analysis, including high interest in biodiversity-friendly agriculture, support of and cooperation with initiatives, and many considerations when making purchases. Cluster analysis led to classification of the respondents into five clusters. Many differences between clusters were found from the cross table and test for independence. It is likely that targeting the kind of urban residents who expressed support for biodiversity-friendly agriculture initiatives will help initiatives to progress, but it is nevertheless important to perform marketing activities efficiently and effectively.