2025 Volume 35 Pages 44-53
This study examines how to foster connections between urban consumers and rural areas in Japan, focusing on consumers’ intention for farmer-consumer relationships, village visits, and roadside station visits. Using survey data from 331 purchasers at sales stands in an urban area, the study examines the relationship between consumers’ intention and factors affecting the intention. The results showed that knowledge of roadside station, desire for farmers’ information, telling and collaboration positively influenced all intentions. The results also revealed a sequential relationship: connection with farmers drove village visit intentions, which in turn drove roadside station visits. This sequential relationship was not significantly affected by prior experience with roadside station. The findings suggest tailored communication is needed: for new consumers, focusing on information and collaboration is key; for those who are aware but not visited, visit experiences are important; and for existing visitors, loyalty programs help retain interest.
