消費者の「新顔野菜」受容の現状

抄録

This paper analyzes the current state of consumers’ acceptance of newly introduced vegetables by profiling existing and potential vegetable buyers. Although few consumers have tried many types of newly introduced vegetables, our survey results show that there is a high potential interest in these vegetables. Consumers who have had many types of newly introduced vegetables are well-off, have time to spare, and have many buying channels. Food neophobia is one of the factors that hinder the acceptance of newly introduced vegetables. With more information and purchasing opportunities, these vegetables could be more widely accepted.