@article{Yagi:277733,
      recid = {277733},
      author = {Yagi, K. and Yuuji, O. and Yamamoto, J. and Tamaki, S.},
      title = {Determinants of Unequal Distribution of Fresh Vegetable  and Cut-Vegetable Consumption across Age in Japan},
      address = {2018-07},
      year = {2018},
      abstract = {This paper examined two issues. First, the hypothesis that  the elderly tend to consume more fresh vegetables than  other consumers because of their different food  orientations, and second, a comparison of the impact of  food orientations towards cut and fresh vegetables on  purchasing behavior. Based on these issues, we showed the  implications of promotional activities for vegetable  purchases. This paper used the structural equation modeling  analysis method, which can identify causal connections.   The results were as follows: First, we were able to confirm  the following causal connection: the elderly purchase fresh  vegetables frequently because they are strongly health- and  weakly convenience-oriented. Second, in the case of cut  vegetables, both health-orientation, as in the case of  fresh vegetables, and convenience-orientation were found to  have a positive effect on purchase frequency. This study  further confirmed that cut vegetables are positioned as a  product matching the recent convenience-oriented trend.  Based on this knowledge, encouraging young people to be  more conscious about their health and to avoid being  convenience-orientated, by cooking for themselves, may be  useful in promoting the consumption of fresh vegetables.  

Acknowledgement :  This work was supported by JSJP  KAKENHI Grant Number 16K18764 and Number 16H04989.},
      url = {http://ageconsearch.umn.edu/record/277733},
      doi = {https://doi.org/10.22004/ag.econ.277733},
}