Distance between Consumers and Farmers and Relief and Safety for Food—For Research, Posting the Farmer’s Portrait—

Abstract

In this paper, using discrete selection experiments, it was analyzed whether posting a farmer’s portrait at the vegetable department could increase the consumer’s willingness to buy. Analysis results, People who tend to buy vegetables with a farmer’s portrait are: ① male, ② going buy vegetables 1.2 times a month or once a week, ③ believe that the farmer’s portrait posted on the vegetable department is the farmer himself, ④ without knowledge of traceability system. And, people who tend to buy at a direct sale are: ① most of the generation male, ② women in their 40’s, ③ going buy vegetables once or three times a week, ④ believe that the farmer’s portrait posted on the vegetable department is the farmer himself, ⑤ have knowledge about the traceability system but have never used it. From these results, it is possible to increase the consumer’s purchase intention by posting the farmer’s face photo under these conditions: ① marketing for men, ② selling in the direct sale place, ③ Complementary until the traceability system is enriched and alternatives from the enrichment.