In recent years, the livestock industry is required to shift to a sustainable production method from the viewpoint of reducing environmental burden and improving animal welfare.On the other hand, in the conversion of production methods, it is necessary to understand how consumers will accept each production method, and to establish the optimal consumer communication to form a market.

 Therefore, a research group of Tokyo Institute of Technology and Shinshu University took ground beef as an example this time and used "organic", "animal welfare", "plant substitute", and "cell culture" to replace conventional production methods. We investigated Japanese consumers' preferences and acceptability of the meat produced. We analyzed 4,421 responses, and based on this, we found five consumer types and their characteristics.

 Consumer types were categorized into 5 types by latent class analysis: ``Favorite new things'', ``Generous customer'', ``Balance oriented'', ``Price oriented'', and ``Conservative''.Looking at each of these from the evaluation scales of "values," "science and technology literacy," and "socio-demographic attributes," we can see that each consumer type has different characteristics. Measures to increase the acceptability of alternative production methods have come into view.

 For example, "new things lovers" see all alternative production methods positively, so they can be early adopters even in the current situation, but "conservatives" see everything negatively, so to some extent The product value should be appealed after the spread progresses. Since "generous customers", "balance-oriented", and "price-oriented" have different ways of perceiving high and low prices, it is advisable to promote cost performance and product effectiveness that are balanced according to price sensitivity.

 In this way, by designing effective communication for each consumer type and applying it to marketing practices, it will lead to the promotion of consumer value recognition, which in turn will promote the shift to sustainable production methods. considered to contribute.

Paper information:[Meat Science]Meat the challenge: Segmentation and profiling of Japanese beef mince and its substitutes consumers

Tokyo Institute of Technology

The pinnacle of science and engineering university that continues to produce science and engineering people with high aspirations and a Japanese spirit, mastering the knowledge that creates the times, refining their skills

Tokyo Institute of Technology was established as the Tokyo Institute of Technology in 1881 (Meiji 14), when modernization of industry was an urgent need.Since its establishment, it has continued to produce excellent research results with excellent science and engineering human resources, and is still at the top of Japan's science and engineering universities.Tokyo Institute of Technology requires not only a high degree of specialization but also liberal arts […]

Shinshu University

Fostering human resources with abundant human and practical skills in local and global societies

Shinshu University is a wide-area campus-type general university with five campuses in Nagano Prefecture.It consists of eight faculties: humanities, pedagogy, economics, science, medicine, engineering, agriculture, and textiles, and conducts education and research to acquire a wide range of education and basic abilities.Utilizing common education across faculties and the regional characteristics of Shinshu, which is rich in nature […]

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