Consumers' Consciousness and Behavior toward Vegetable Consumption

Abstract

Analysis of data gathered from questionnaires to housewives concerning consumers' consciousness and behavior toward vegetable consumption are summarized as follows :
1) Various advantages, preferences, etc. accorded vegetables which are imaged by consumers are mainly based on five latant factors resulting from factor analysis : (1) usefulness for nourishment and health, (2) preference for strong smell and taste, (3) prevention from adult diseases, (4) substitution for other foods, (5) arrangement of dish.
2) If consumers' belief toward the advantage of taking vegetables is strong, their incentive in vegetable consumption will increase. However, varied level of significance can be seen among different aged housewives in regard to what is believed to be advantageous.
3) The level of living expenditures, moreover the age of housewives effect the actual use of vegetables, i.e., what kinds of vegetables are taken through what kinds of cooking.
4) Consequently, most housewives are willing to increase consumption of vegetables. However, housewives under 40 years old have shown to behave according to different motives and contrasting consumption patterns from those of housewives over 40 years old.