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Consumers’ Willingness to Purchase High Animal-welfare Beef Products in Japan: Exploratory Research based on the Theory of Planned Behavior

Topics: Business Process Management; KM Strategies and Implementations ; Knowledge Management Projects; Social Networks and the Psychological Dimension; Studies, Metrics & Benchmarks

Authors: Takuya Washio ; Takumi Ohashi and Miki Saijo

Affiliation: School of Environment and Society, Tokyo Institute of Technology, Ookayama, Meguro, Tokyo and Japan

Keyword(s): High Animal-welfare Products, Theory of Planned Behavior, Consumer Research, Online Questionnaire.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Business Process Management ; e-Business ; Enterprise Engineering ; Enterprise Information Systems ; KM Strategies and Implementations ; Knowledge Management and Information Sharing ; Knowledge Management Projects ; Knowledge-Based Systems ; Social Networks and the Psychological Dimension ; Studies, Metrics & Benchmarks ; Symbolic Systems

Abstract: Agricultural industry needs to face both increasing demand from a growing population and transform in order to enhance its sustainability. Animal welfare, an aspect of this transformation, is still an unfamiliar concept for consumers in Japan, although this is expected to catch up with the global trend. Researchers have been working around the world to explore consumer behavior in markets, but few such studies have been performed in Japan. This study aimed to explore consumer behavior concerning high animal-welfare products in Japan, using the Theory of Planned Behavior (TPB). An online questionnaire was used to identify consumer characteristics and perceived attributes of high animal-welfare products among 620 consumers. We found that awareness of animal welfare was still low among Japanese consumers, and was not related to demographic characteristics. Two components out of three which are considered in TPB, attitude and social norm, were likely related to consumers’ willingness to purchase high animal-welfare products. Consumers’ empathy with, and psychological responses to, farmers and animals are suggested to be related to their willingness to purchase. (More)

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Paper citation in several formats:
Washio, T.; Ohashi, T. and Saijo, M. (2019). Consumers’ Willingness to Purchase High Animal-welfare Beef Products in Japan: Exploratory Research based on the Theory of Planned Behavior. In Proceedings of the 11th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (IC3K 2019) - KMIS; ISBN 978-989-758-382-7; ISSN 2184-3228, SciTePress, pages 130-138. DOI: 10.5220/0008355901300138

@conference{kmis19,
author={Takuya Washio. and Takumi Ohashi. and Miki Saijo.},
title={Consumers’ Willingness to Purchase High Animal-welfare Beef Products in Japan: Exploratory Research based on the Theory of Planned Behavior},
booktitle={Proceedings of the 11th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (IC3K 2019) - KMIS},
year={2019},
pages={130-138},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008355901300138},
isbn={978-989-758-382-7},
issn={2184-3228},
}

TY - CONF

JO - Proceedings of the 11th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (IC3K 2019) - KMIS
TI - Consumers’ Willingness to Purchase High Animal-welfare Beef Products in Japan: Exploratory Research based on the Theory of Planned Behavior
SN - 978-989-758-382-7
IS - 2184-3228
AU - Washio, T.
AU - Ohashi, T.
AU - Saijo, M.
PY - 2019
SP - 130
EP - 138
DO - 10.5220/0008355901300138
PB - SciTePress