地域における官民一体型需要喚起政策が消費者行動に与える影響

―岡山県Go To Eatキャンペーンにおける消費者行動からの考察―

抄録

This study investigated the consumer behavior impact on users of the “Go To Eat Campaign,” a public-private demand stimulus policy implemented in Okayama Prefecture in response to the COVID-19 pandemic. Using the Theory of Planned Behavior with perceived risk as a variable, we conducted a structural analysis of covariance using single-source data collected from the same subjects, covering the actual behavior beyond intention to the purchase and use of meal tickets. The results confirmed that perceived risk had a negative impact on the time of purchase, and that the use of meal coupons was a regionally conscious behavior. The results suggest that the project was effective in terms of its objective of stimulating local demand for food and beverages. Furthermore, simultaneous multi-population analysis confirmed that the policy had an effect on both high and low income segments, and that the more conservative segment in terms of consumption was more purchase conscious, and therefore more attracted by the premium nature of the product.