地場産豚肉と豚肉加工品に対する地域住民の購買行動と意識

―庄内地域住民を対象に―

抄録

This study clarified the purchasing patterns of Shonai pork and processed pork products by residents in the Shonai area. The largest amount of pork and raw pork for processed products residents purchase is produced in Shonai and domestically, respectively. To promote purchasing behavior for Shonai pork, it is important to increase willingness to purchase, which is mainly derived from the taste, freshness, price, safety, and availability. Otherwise, to promote purchasing behavior for processed products made from Shonai pork, in addition to increasing willingness to purchase, presenting the origin of the raw pork in an easy-to-understand manner is also necessary.