農業経営研究
Online ISSN : 2186-4713
Print ISSN : 0388-8541
ISSN-L : 0388-8541
研究論文
農産物直売所への出荷規定要因
非出荷者も対象とした直売所設立の事前・事後アンケートの分析
菊島 良介鳥山 大地吉信 槙人松井 隆宏
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ジャーナル フリー

2021 年 59 巻 1 号 p. 13-24

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This study quantitatively determines what aspects of farmers’ markets agricultural producers feel either hopeful or concerned about when making decisions about shipping. It does so by performing a comparative evaluation of shipping and non-shipping producers. An initial questionnaire was distributed to shippers and non-shippers before the establishment of a farmers’ market, and the responses were compared by means of a second questionnaire on shipping circumstances that was sent to participants after the establishment of the farmers’ market.

A choice experiment was implemented before the establishment of the farmers’ market. We verified whether there were any differences in willingness to pay for the services provided by the farmers’ market between those who actually shipped to the market and those who did not. At this time, a price was not necessarily set with respect to the services offered by the farmers’ market, and the values of the services provided were converted and evaluated based on commission rates. This was done while keeping in mind that the quantity of shippers to the farmers’ market would be determined by the commission rate. Next, we conducted an interview survey after the establishment of the farmers’ market in order to understand actual conditions. The object of the study was “Farmers’ market A” in Mie Prefecture, which was possible to survey prior to its establishment.

From the choice experiment, we learned that the “purchase of unsold products” was highly evaluated as a farmers’ market service. For non-shipping producers, the information that “agricultural and technical guidance will be provided” led them to refrain from shipping to the market. The results of the interview survey revealed that, prior to the establishment of the farmers’ market, some shippers assumed that the shipping standards of the farmers’ market would be strict based on the information that “agricultural and technical guidance will be provided,” a fact that can be interpreted as creating a negative image of the service. However, it was also true that producers who held concerns about shipping all accepted agricultural and technical guidance services from Farmers’ market A after they shipped products.

Through the analysis of these actual conditions, the meaning of the information that “agricultural and technical guidance will be provided” can be evaluated in a multifaceted way, indicating concerns about its effectiveness and the possibility that such guidance may sometimes become a factor in the suspension of shipments to farmers’ markets. It also indicates that mechanisms to overcome psychological problems are necessary to encourage small farmers, who play an important role during between-crop seasons, to ship to farmers’ markets.

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