The objective of this study is to analyze consumer choice behavior concerning Japanese milk in Hong Kong using a choice experiment. Data from an online survey of 400 respondents were used for the analysis, revealing four key points: (1) 60.5% of participants consumed Japanese milk; (2) Hong Kong consumers favored both local and Japanese milk; (3) Consumers showed a preference for unhomogenized milk and vitamin-enhanced milk; and (4) Japanese milk was preferred by middle-aged, higher-income groups, men, and individuals with a university degree or higher. The findings indicate that maintaining the current advantages of Japanese milk products is essential in order to compete with foreign milk products. Promotion measures targeting middle-aged individuals, men, and those with university degrees or higher were found to be effective.

This study explores the market segmentation for environmentally friendly agricultural products by reviewing previous studies conducted in Japan. The literature review, which focused on demographic characteristics, identified three key consumer segments: elderly individuals, child-rearing women, and unmarried workers. Identifying these distinctive segments is important for developing efficient and targeted measures for stimulating demand. Further research on segmentation, which considers psychological and behavioral traits of consumers, is recommended.

This study aims to clarify the financial characteristics of the major industries participating in agriculture in comparison with the “Agriculture and forestry” industry. We focus mainly on “Manufacture of food,” “Construction,” “Education, learning support,” and “Medical, health care and welfare” as major industries participating in agriculture. We found differences in the financial characteristics of the industries participating in agriculture. Specifically, “Manufacture of food” is in a better financial condition than “Agriculture and forestry,” suggesting that the entry into agriculture is increasing for the purpose of a stable supply of raw materials and other special raw materials. Meanwhile, “Construction” has been recovering since 2014, and its main business is in a better financial condition than “Agriculture and forestry.” Thus, its entry into agriculture might have slowed.