Conventional food production and distribution systems are fraught with environmental challenges, including the overuse of fertilisers and significant greenhouse gas emissions. These issues underscore the pressing need to transition towards sustainable food systems with minimal environmental impact, such as Community-Supported Agriculture (CSA). In such models, consumers pre-pay producers for seasonal harvests, providing farmers with financial stability and allowing consumers to partake in farming activities. This symbiotic relationship significantly strengthens local food systems.
Despite the apparent benefits of CSAs, there is a notable scarcity of research focused on what drives consumer participation, especially outside the Western context. This is particularly evident in Japan, where CSA initiatives are less common, and cultural differences that might influence consumer engagement are poorly understood. Addressing this knowledge gap is vital for developing and expanding CSAs in non-Western markets.
In response to this lack, Mr. Sota Takagi, a graduate student at the Institute of Science Tokyo, Professor Miki Saijo, and Associate Professor Takumi Ohashi from the same institute and Chulalongkorn University, undertook a comprehensive study. Their research aims to decode the motivations behind Japanese consumers’ interest in CSA. Preliminary findings were shared online in February 2025, with a detailed publication scheduled for the June 2025 issue of the International Journal of Gastronomy and Food Science.
The study utilised an online survey involving 2,484 Japanese consumers, incorporating a choice experiment that evaluated preferences for locally grown vegetables concerning attributes such as organic certification, purchasing methods, and price readiness. The survey also delved into consumer awareness and intentions to engage in CSA, framed by the CSA participation model. This model posits that consumers evaluate the advantages and disadvantages of joining a CSA, with decisions influenced by their sociocultural environment.
Analysis of the survey data revealed five distinct consumer segments: Conventional Shoppers, Organic Enthusiasts, Farmers’ Market Advocates, Home Delivery Preferers, and Sustainable Food Seekers. The Sustainable Food Seekers, representing 26.4% of participants, expressed the most substantial interest in CSA, preferring farmers’ markets and showing a lesser concern for prices and organic labels.
Further investigations using partial least squares structural equation modelling affirmed the validity of the CSA participation model. Key drivers for CSA participation included “Food Education and Learning Opportunities” and “Contribution to Environmental and Social Issues,” with the latter being particularly influential for Sustainable Food Seekers. These interests are likely supported by Japan’s national food education law, which advocates for a balanced approach to food that benefits health, culture, and the environment.
Despite the benefits and growing interest, the survey highlighted a significant gap in CSA awareness; 75.4% of respondents were unaware of CSA, and only a tiny fraction fully understood its principles and benefits. Mr. Takagi recommends that CSA advocates and policymakers focus on highlighting the educational, environmental, and social benefits of CSA over mere organic certification. This strategy and efforts to enhance consumer awareness could substantially increase CSA engagement in Japan, paving the way for its broader adoption globally. By acknowledging and addressing these cross-cultural and local nuances, stakeholders can better promote CSA and encourage sustainable agricultural practices worldwide.
More information: Sota Takagi et al, Consumer segmentation and participation drivers in community-supported agriculture: A choice experiment and partial least squares structural equation modelling approach, International Journal of Gastronomy and Food Science. DOI: 10.1016/j.ijgfs.2025.101129
Journal information: International Journal of Gastronomy and Food Science Provided by Institute of Science Tokyo