井 イノウエ 上 綾 アヤノ 野 略 歴 2003 年 3月 慶應義塾大学大学院商学研究科 修士課程修了 2006 年 3月 慶應義塾大学大学院商学研究科 後期博士課程単位取得満期退学 2006 年 4月 目白大学経営学部経営学科 専任講師 2014 年 4月 目白大学経営学部経営学科 准教授 現在に至る エシカル消費と消費経験 ― 企業・消費者間相互作用に基づく消費経験の形成 ― Ethical Consumption and Consumption Experiences: The Formation of Consumption Experience Based on the Interaction between Organizer/Farmer and Consumer In recent years, Japanese companies and the Consumer Affairs Agency have been focusing on ethical consumption. However, ethical consumption in Japan is in its embryonic stage, and the market is still underdeveloped. Prior research on ethical consumption was conducted mainly on organic products, typically to verify the process of purchasing intention based on The Theory of Planned Behavior (TPB; Ajzen 1991). Verification of comprehensive models including not only organic products but also other products is required. Furthermore, it was found that interaction between the organizer/farmer and consumer is required to propagated ethical consumption. Therefore, in this study, we first conduct follow-up tests to the TPB model for foods that are subject to ethical consumption and, second, analyze whether there are differences in the attitude formation for these products depending on gender differences and presence/absence of interaction fields. We conducted an online survey for a total of 510 consumer participants. First, we verified a TPB-based model using structural equation modeling (SEM). Second, we conducted a two- way analysis of variance (ANOVA) with attitudes as dependent variables and gender differences and presence/absence of interaction fields as independent variables. From the SEM results, it became clear that ethical consumption in Japan can be explained by a TPB-based model as well as previous research. Results of the two-way ANOVA showed that products with interaction fields such as farmers' markets and road stations are more likely to form favorable attitudes than products without fields, indicating that women form more favorable attitudes than men. This indicates that the farmers' markets and road stations are the points of contact between the organizer/farmer and consumer where interaction takes place. This study found that the field of interaction plays an important role in the attitude formation of a product that is the object of ethical consumption. 1
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井イノウエ
上 綾ア ヤ ノ
野 略 歴2003年 3月 慶應義塾大学大学院商学研究科
修士課程修了2006年 3月 慶應義塾大学大学院商学研究科
後期博士課程単位取得満期退学2006年 4月 目白大学経営学部経営学科
専任講師2014年 4月 目白大学経営学部経営学科
准教授 現在に至る
エシカル消費と消費経験― 企業・消費者間相互作用に基づく消費経験の形成 ―
Ethical Consumption and Consumption Experiences: The Formation of Consumption Experience Based on the
Interaction between Organizer/Farmer and Consumer
In recent years, Japanese companies and the Consumer Affairs Agency have been focusing on ethical consumption. However, ethical consumption in Japan is in its embryonic stage, and the market is still underdeveloped. Prior research on ethical consumption was conducted mainly on organic products, typically to verify the process of purchasing intention based on The Theory of Planned Behavior (TPB; Ajzen 1991). Verification of comprehensive models including not only organic products but also other products is required. Furthermore, it was found that interaction between the organizer/farmer and consumer is required to propagated ethical consumption. Therefore, in this study, we first conduct follow-up tests to the TPB model for foods that are subject to ethical consumption and, second, analyze whether there are differences in the attitude formation for these products depending on gender differences and presence/absence of interaction fields.
We conducted an online survey for a total of 510 consumer participants. First, we verified a TPB-based model using structural equation modeling (SEM). Second, we conducted a two-way analysis of variance (ANOVA) with attitudes as dependent variables and gender differences and presence/absence of interaction fields as independent variables. From the SEM results, it became clear that ethical consumption in Japan can be explained by a TPB-based model as well as previous research. Results of the two-way ANOVA showed that products with interaction fields such as farmers' markets and road stations are more likely to form favorable attitudes than products without fields, indicating that women form more favorable attitudes than men. This indicates that the farmers' markets and road stations are the points of contact between the organizer/farmer and consumer where interaction takes place. This study found that the field of interaction plays an important role in the attitude formation of a product that is the object of ethical consumption.
2.1 エシカル消費研究 エシカル消費研究の多くは、Ajzen(1991)のTheory of Planned Behavior(TPB)をベースに、Organic Productsivを対象として実施されてきた(Sparks and Shepherd 1992; Thøgersen 2002; Saba and Messina 2003; Tharkiainen and Sundqvist 2005; Honkanen et al. 2006; Thøgersen and Ölander 2006; Chen 2007; Arvola et al. 2008; Dean et al. 2006; Lofordos and Dennis 2008; Michaelidou and Hassan 2008)。TPB(Ajzen 1991)に基づくオーガニック製品の購買意図は、製品に対する「態度」、製品を購買するにあたっての周囲からの影響を示す「主観的規範」、
i 消費者庁「倫理的消費」調査研究会中間まとめ
ii 平成21年度農産物地産地消等実態調査報告 調査結果の概要p.3
i i i 秋山(2015)p.46
iv Organic Productsは、有機野菜のみならず、有機栽培で生産された食品を用いた加工食品を含む
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Saba, A., and F. Messina, (2003), “Attitudes towards Organic Foods and Risk/Benefit Perception Associated with Pesticides,” Food Quality and Preference, Vol.14(8), pp.637-645.
Sparks, P., and R. Shepherd, (1992), “Self-identity and the Theory of Planned Behavior: Assessing the Role of Identification with ‘Green Consumerism’,” Social Psychology Quaeterly, Vol.55(4), pp.388-399.
Tharkiainen, A., and S. Sundqvist, (2005), “Subjective Norms, Attitudes and Intentions of Finnish Consumers in Buying Organic Food,” British Food Journal, Vol.107(11), pp.808-822.
Thøgersen, J., and F. Ölander, (2006), “The Dynamic Interaction of Personal Norms and Environment-Friendly Buying Behavior: A Panel Study,” Journal of Applied Social Psychology, Vol.36(7), pp.1758-1780.