Eggs are traded successively between certain parties. In this article, the mechanism of this successive trade relationship is investigated to examine the possibility of the continuity of trade after an avian influenza (AI) outbreak. The concepts of relational contracts and relation-specific skills are employed to model the mechanism, and the derived models are then employed to check the trade continuity in the case of an AI outbreak. Some solutions expected to avoid trade termination have already been proposed, and two of them are analyzed in this study to gauge their effectiveness. The main results are as follows: in the successive trade between producer (farmer) and retailer, the growth of relation-specific and versatile skills does not necessarily lead to an increase in the relational quasi-rent as to convince both parties to continue that trade. In addition, significant damage to the relational quasi-rent for branded eggs is expected in an AI outbreak. This will make trade continuity rather difficult. In the successive trade through wholesalers, producers have some difficulty in developing their skills in the successive trade of regular eggs, especially through wholesalers who only act as middlemen. Although it may be easy for the producer to prepare substitute eggs for AI in this case, the trade will not easily continue after the eradication. Analysis of the solutions shows that trade continuity can be fortified by the following measures: developing relation-specific skills between producer and retailer, preparing a supply structure that absorbs some of the reduction in the value of eggs in the case of AI, and setting proper quality standards for substitute eggs.

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The aim of this paper is to clarify the determinants of consumer willingness to buy biodiversity-friendly agricultural products. To this end, this study considers a Japanese case: fish-friendly rice that targets the preservation of habitat for the indigenous fish of Lake Biwa in Shiga Prefecture. We cast a spotlight on consumer characteristics identified from market segmentation based on consumer awareness and behavior and, in addition, ex ante consumer knowledge about the rice. The willingness to buy is shown to be stronger for those who are more highly concerned with agriculture, countryside and produce, those who highly evaluate the effect on the environment and ecosystem conservation provided by the fish-friendly production process, and those who have ex ante knowledge about this particular rice. As a result, in terms of policy implications, it is important to encourage consumers to purchase such products not only by informing them of environment and ecosystem conservation benefits from the fish-friendly production process but also by advertising messages that attract consumers who are more highly concerned with agriculture, the countryside, and produce.

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Rolling blackouts and commodity shortages profoundly disturbed the lives of citizens in the Tokyo metropolitan area following the Great East Japan Earthquake. Further, negative images of produce suspected of being contaminated by radioactivity from the nuclear accident continue to plague Japan′s agricultural sector. This study attempts to assist future disaster management plans by investigating the causes of and factors behind consumer behavior that manifests itself in such problems.
A survey of adult female residents of Chiba City conducted in April, 2011, one month following the earthquake, is qualitatively and quantitatively analyzed. Our findings indicate consumers who are more likely to act problematically by stocking or delaying purchases tended to be younger, full-time housewives, who were unprepared for disasters, but had experienced emergency situations (such as shortages or blackouts), and who felt a sense of concern and anxiety about radioactive contamination at large. A vicious cycle, in which excessive media coverage was focused on the stockpiling behavior of only a minority of consumers, heightened market demands and perpetuated stockpiling, is also noted.

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