抄録
This presentation examines consumer attitudes among co-op members, with particular focus on preferences for domestically produced goods and responses to price increases and saving behaviors. The survey results indicate that co-op members place greater emphasis on domestic food products than general consumers. This tendency is likely driven by members’ demands for food safety and the co-op’s unique supply chain that connects producers directly with consumers （SANCHOKU). Trust in the quality of and support for domestic agriculture were commonly cited reasons for choosing domestic products. However, interest in ethical consumption appears to be declining amid economic uncertainty. The preference for domestic products is more pronounced among older age groups, especially for vegetables, meat, and fruits. While members with strong domestic preferences are willing to pay higher prices, even those less conscious of their origins often choose domestic products if prices are comparable. Many co-op members recognize that the co-op’s private label products use domestic ingredients. Regarding saving behavior, most members are cost-conscious, particularly in relation to food expenses with many reporting feeling financial pressure, with price increases in essential goods being a significant concern. Common saving strategies include purchasing cheaper products and reducing purchase frequency. Inflation has prompted various adaptations in food consumption, and its impact differs according to household economic conditions. Although many members accept that modest price hikes are unavoidable, transparent communication about the causes of price fluctuations is highly valued. Moreover, co-op members show heightened concern about social and environmental issues, especially global warming and food security.
