Japan Society for the Promotion of Science:Grants-in-Aid for Scientific Research
Date (from‐to) : 2013/04 -2016/03
Author : Oura Yuji; NAKAJIMA Shinsaku; KIDACHI Manao; ONO Fumi; SHIMOURA Sinpei; MORIO Akifumi; SHIGENO Ryuichi; SAKURAI Seiichi; KONO Yoshinobu; YAMAMOTO Junko; TAKAHASHI Katsuya; SUDA Fumiaki; TOGAWA Rikko
This is a study into determinants, including noneconomic factors, of Fresh Fruits and Vegetables consumption, and its main findings are summarized as follows. An analysis of demand systems revealed that salad is increasingly consumed by households, and that households with fewer members consumed more salad. Covariance structure analysis revealed that the amounts of both vegetables and fruit consumed were affected by people’s attitudes toward health and safety, while that of vegetables consumed was affected by people’s attitudes toward cooking, and that of fruit consumed was affected by people’s attitudes toward eating with other people. These results suggest that highlighting the healthiness and safety of Fresh Fruits and Vegetables is effective in increasing their consumption, proposing recipes and offering pre-cut vegetables are effective in increasing consumption of vegetables, and spotlighting the enjoyment of eating with others is effective for increasing fruit consumption.