Purchasing Experience and Consumption Characteristics of Fresh Cut Cabbage in Japan

Abstract

This study examines the purchasing experience and consumption characteristics of fresh cut cabbage in Japan. We analyzed data from a web-based questionnaire survey conducted in 2023. The key findings are as follows: (1) “Living alone” is the key factor in the purchasing experience of fresh cut cabbage, especially among males. (2) Approximately 70% of the respondents began purchasing fresh cut cabbage before 2019. (3) The purchase of fresh cut cabbage is positively influenced by the numbers “fresh cabbage” purchases, a high valuation on “ease”, and a low valuation on the “expiration date” of fresh cut cabbage. Furthermore, consumers who purchase fresh cabbage buy fresh cut cabbage often for instant easy consumption. These findings highlight the importance of enhancing food labeling, particularly regarding expiration date and freshness, to better inform customers.