THE DEVELOPEMENT OF A COMMUNITY-BASED COOPERATIVE MINDSET BY FORMING THE NORMS OF RECIPROCITY

Abstract

In promoting watershed flood control, it is important for residents living in downstream areas to have a sense of cooperation with the efforts of residents living in upstream areas. In this study, as an example of watershed flood control, a rice paddy dam was taken up, and the residents living in the downstream area were set to have a sense of cooperation in purchasing rice from the rice paddy dam, which was obtained through the rice paddy dam initiative implemented in the upstream area, and the influence of the gratitude message and its sender on their intention to purchase rice from the rice paddy dam was verified through a laboratory experiment. The results of the experiment showed that messages with gratitude from government officials involved in disaster prevention had a higher purchase intention of rice paddy dam rice than messages with gratitude from rice paddy dam farmers.