In this research, we analyzed the selection factors and the determinants of consumption frequency of horsemeat, and as a result we obtained the following 3 points:
1) The most important factors when purchasing horsemeat were the expiration date, price, domestic production, and the color and luster of the meat.
2) The results of the 2way ANOVA showed that the main effect was that consumers in Tokyo considered price to be more important than consumers in Fukushima and Kumamoto, and consumers who consumed horsemeat more frequently considered the part, nutrition, and calories of the meat to be more important. The interaction of region and frequency of horsemeat consumption was confirmed for meat color/gloss, domestic production, origin, and brand.
3) The results of the decision tree analysis showed the determinants of consumption frequency that price, part of the meat, fat around the meat, calories, brand/brand, and awareness of domestic production were important in Fukushima, age, color/gloss of the meat, nutrition, calories, part of the meat, and awareness of brand were important in Tokyo, and nutrition, age, fat around the meat, origin, and price were important in Kumamoto.
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