The effects of communication at unmanned sales places that connect farmers and consumers

─The cases of Bizen City, Naha City, Isesaki City, and Maebashi City

Abstract

This paper examines the effects of communication at unmanned sales places that connect farmers and consumers by analyzing and discussing the results of surveys conducted in Bizen City, Naha City, Isesaki City, and Maebashi City. The communication at the unattended sales places does not take time and effort, and consumers and farmers exchange their thoughts and feelings naturally. The consumers feel the farmers' thoughts and feelings, want to support the farmers, and feel the deliciousness and the farmers' efforts to cultivate, and that increases their willingness to purchase vegetables and share their feelings. The communication at the unmanned sales places provides farmers useful information about their consumers and business, and also makes farmers feel motivated, happy, and consumers' feelings.