農産物直売所の運営と共通価値の創造

抄録

This study aims to explore the possibility of creating shared value (CSV) through the continuous management of farmers’ markets in rural areas. Flexible shipping rules attract various types of vending farmers, including women and older farmers. The engagement and information exchange between vendors and customers provide vendors with insights on improving farming practices and shipping activities. In regions where the number of food retail shops is declining, farmers’ markets become the indispensable shops for daily food purchases. Additionally, these markets can serve as a platform for the local economy. These characteristics show that the continuous management of farmers’ markets can create shared values through the revision of products and markets by vendors, which are Michael Porter mentioned as an important leverage for CSV. However, at a macro level, determining the contribution of farmers’ market management to CSV is difficult.