論文
中国における近年の食料消費行動の変化
── 米小売市場を焦点に ──
2020 年 50 巻 2 号 p. 345-369
詳細
2020 年 50 巻 2 号 p. 345-369
The purpose of this study is to capture the dynamic changes in food consumption in China by focusing on the rice retail market. Specifically, we introduce hedonic approach to analyze the factors of price formation using the information on e-commerce of rice for verifying our two hypotheses. These are “China’s rice retail market is in a monopolistic competition characterized by product differentiation” （H1） and “The Meaning-based brands related to the formation of sustainable food market are developing in the rice retail market in China” （H2）. In addition, we conduct the survey at retail stores in Shanghai to reinforce our analytical results. Finally, we draw policy implication on the strategy for Japanese rice marketing in China based on our empirical study.
JEL Classification:D12
