As the consumption of leaf green tea and the price of minimally processed green tea (aracha) decline, green tea marketing research becomes important in order to stabilize sales. A lack of product information is one of the problems of green tea products from the standpoint of consumers selecting green tea. In this context, our paper focuses on the case of the relatively unknown Kabuse Tea, which is produced in Mie Prefecture. We analyze consumer preferences in the context of detailed explanations on the growing region and the kind of tea leaves, which are intended to improve consumers' knowledge of product quality, and provide on information on taste characteristics. We also examine the effect of providing product information in selling green tea products. This paper also sheds light on a regional aspect of green tea preferences which is revealed in an investigation of two tea consuming regions; the Tokyo metropolitan area and the Chukyo area. Choice experiments were used in measuring consumer preferences.
     The result of the analyses shows that increasing the amount of information to enhance consumers' product knowledge leads to increased preference for it. Also, providing product quality information is accepted by consumers regardless of consumption regions and the amount of information, and contributes to an increase in product value. As for preference characteristics for different consumption regions, it is shown that consumers in the Tokyo metropolitan area prefer teas produced in Shizuoka Prefecture more than consumers in the Chukyo area do. These results imply that providing product information to consumers is an important factor to be considered when the marketing strategies of green tea producing regions are formulated.

抄録全体を表示

     For making competitive and sustainable farm businesses, it is necessary to continuously acquire new laborers and to develop their capabilities through effective human resource management (HRM). However, Japanese agriculture is facing a shrinking and aging labor force and a decrease in the number of new farmers. However, the number of employed farmers, such as employees in agricultural corporations, is increasing, and many of these employed farmers are relatively young and from non-farm households. Therefore, strategies to keep newly employed farmers in the agricultural sector are necessary in order to solve labor problems. In addition, the mechanisms of facilitating human resources that increases the competitiveness of Japanese agriculture and make it sustainable need to be clarified as well. Nevertheless, human resource development in this context means not only having employees engaged in farming, but also finding ways to develop their individual capabilities, and helping them become farm managers through training and experience.
     This study sets the following three research objectives in order to clarify the problem of HRM using a questionnaire survey conducted by the National Chamber of Agriculture.
     First, we statistically clarify the characteristics of employees and the HRM of agricultural corporations. Secondarily, we estimate a model which explains the relationship between employees' turnover rate and the HRM of agricultural corporations. Thirdly, we derive some policy implications. The following major findings were obtained.
     Although the improvement of HRM has the potential to decrease employee turnover rates in agricultural corporations, the existing HRM in agricultural corporations in Japan is effective in terms of the government-dependent acquisition of employees and the training of employees to do simple tasks. HRM is less effective in providing training so that employees are capable of working at management positions and taking on diverse kinds of work. Therefore in order to increase the competitiveness of the Japanese agricultural sector and make it sustainable, a priority should be placed in HRM on training managers as well as on bestowing diverse skills.

抄録全体を表示