A Case Study of Local Residents' Attitudes toward Agriculture and Food in Higashi-Mikawa Region and the Role of Station Cafes

Toyoichi" in front of Toyohashi Station as a case study

Abstract

The East-Mikawa region of Aichi Prefecture is a thriving agricultural area, and is one of the leading agricultural regions in Japan. In this study, we took a case study of a store called "Toyoichi" located in front of Toyohashi Station and conducted a questionnaire survey on users' awareness of Toyoichi's products, East-Mikawa's agriculture and food, and Toyoichi's ability to transmit local agriculture and food. As a result, it was found that many people have positive attitudes toward the agriculture and food of East-Mikawa, such as "proud" and "want to cherish". On the other hand, only a few people have gained knowledge about the agriculture and food of East-Mikawa from Toyoichi's products, indicating that there is room for improvement in terms of Toyoichi's ability to communicate.