農業経営研究
Online ISSN : 2186-4713
Print ISSN : 0388-8541
ISSN-L : 0388-8541
研究論文
青森産混濁リンゴジュースに関する国内消費者の評価
ジュースの規格化及び製品属性を中心として
中村 哲也矢野 佑樹丸山 敦史
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ジャーナル フリー

2010 年 48 巻 2 号 p. 11-23

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This paper examines the evaluation of potential domestic consumer demand for cloudy apple juices produced in Aomori Prefecture when considering their standardization as an attribute. As a result, the following points are clarified.
First, the most important attribute of apple juices for respondents is the designation of domesticity, as well as the indication of product district. Approximately 70 per cent of respondents prefer the legal mandating of a country-of-origin label and apple GAP on juice as an indicator of product safety.
Ordered probit analyses of the influence of domesticity attributes reveal that whether the juice is produced by leading manufacturers, is a domestic product and comes from particular production districts encourage apple juice purchases by women who have trust in such attributes. There is also a similar tendency for elderly people, who are more knowledgeable about district brands, grades, domestic products, and production districts. Therefore, the domesticity attribute could play a significant role in assuring a sense of safety and security for consumers as Japanese society continues to age. In addition, the attributes of domesticity and product districts are highly evaluated by high-income consumers.
The results from probit analyses indicate that high-income respondents are significantly more likely to purchase cloudy, additive-free and not from concentrate apple juices. Estimation results also show that cloudy and additive free apple juices are more highly evaluated by smaller sized households. High-income respondents purchase expensive apple juices from Aomori Prefecture more frequently, while the elderly prefers additive-free juices, and not from concentrate juices are preferred by housewives. These results indicate a high consciousness of safety and security by the elderly and housewives.
We also find that those with high incomes support the legal mandating of a country-of-origin label and the standardization of the apple GAP. High-income and elderly consumers are more interested in legally mandating country-of-origin labels. This result could be an affect of the several Chinese food safety incidents in 2007 and 2008. The standardization of apple GAP is less important to students than to housewives who are comparatively more interested in food safety.
In sum, our study identifies the variation in purchasing patterns for cloudy apple juice by gender, age, household size, occupation and income. Our analysis identifies housewives, elderly, and those with high incomes as being more likely to purchase cloudy apple juice. It is highly recommended for Aomori Prefecture and those cooperatives involved in apply juice production to provide more information on their apple juices, especially to housewives and the elderly, in order to enhance their sales. High-quality apple juices are being produced. Therefore, while such juices should be privileged, the companies in Aomori should produce cloudy juices in accordance with high quality standards, and administrators should develop advertising strategies aimed at high income and other key consumer sectors.

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© 日本農業経営学会
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