Value-added rice products associated with ecological protection have attracted significant research attention in recent times. However, farming methods related to the production of these products are not diffusing rapidly. This study analyzes the factors affecting the diffusion of conservation-oriented farming methods, or, in other words, the farming formula to nurture oriental stork and Japanese crested ibis. We focused on three parameters that impact the shape of diffusion curves—time required to reach an acceptance of 5%; rate of acceptance; and ceiling value. The case study showed that the diffusion curve of each farming method had a different shape. Rapid diffusion of the formula at an early stage can be ensured by conducting seminars on new farming technologies. In addition, the ceiling value can be increased by purchasing rice at higher prices, promoting awareness of the factors that prevent farmers from introducing these methods, and regularly conducting seminars for farmers.

The purpose of this study is to analyze consumer valuation of green tea leaves produced through Chagusaba farming in Shizuoka, which is certified as Globally Integrated Important Agricultural Systems (GIAHS). A choice experiment was conducted to determine the effect of GIAHS certification on consumer valuation of green tea leaves for personal use and for gifting purposes. The results are twofold: first, GIAHS certification can enhance consumer valuation of green tea leaves as a gift item, but not when purchased for personal use; and second, the levels of Chagusaba farming that consumers highly evaluated vary across regions. Therefore, imprinting the GIAHS certi­fication mark on a package of green tea leaves meant for gifting purposes is an effective way to promote its sale when produced through Chagusaba farming in Shizuoka.

This study investigated peoples’ attitudes towards health and diet by specifically targeting patrons of farmers’ markets. Four groups were identified. The largest group prioritized ease of preparation of dishes as well as shorter preparation times. This group differs from the consumer base that market proprietors previously envisioned. To appeal to this group and simultaneously increase the consumption of produce, information about their unfulfilled needs was collected. Next, three-/four-step recipes were designed for dishes that could be prepared by two individuals within 10–15 minutes each. We believe the design of these recipes and the concept underlying these designs are both highly valuable and practical.

In this study, we interviewed people who introduced the “Ukiraku” method of cultivation to clarify the introduction factors for this method. We observed that people staying in the neighborhood tend to promote the introduction of technology. However, restraining factors of green vegetable cultivation using this technology need to considered. First is the management policy. Second, items for cultivation are limited in number. Third, cultivating green vegetables requires sales channels and extensive preparations for harvest. Compared with the similar kind of technology used in paddy rice seedling cultivation in pooled nursery, the cost of equipment is higher when using the Ukiraku method. However, the fact that land leveling and watering works can be reduced and the user’s re-invention of this method can promote Ukiraku.