Consumer Segmentation and Participation Drivers in Community-Supported Agriculture: A Choice Experiment and PLS-SEM Approach

TL;DR

This study identifies key consumer segments and drivers for CSA participation in Japan, emphasizing environmental and educational benefits over product variety, using advanced quantitative methods on a large sample.

Contribution

It applies choice experiments and PLS-SEM to uncover consumer segments and participation drivers specific to the Japanese context, filling a research gap.

Findings

Five distinct consumer segments identified.

Environmental and social impact are primary drivers.

Organic certification is less influential in Japan.

Abstract

As the global food system faces increasing challenges from sustainability, climate change, and food security issues, alternative food networks like Community-Supported Agriculture (CSA) play an essential role in fostering stronger connections between consumers and producers. However, understanding consumer engagement with CSA is fragmented, particularly in Japan where CSA participation is still emerging. This study aims to identify potential CSA participants in Japan and validate existing theories on CSA participation through a quantitative analysis of 2,484 Japanese consumers. Using choice experiments, Latent Class Analysis, and Partial Least Squares Structural Equation Modeling, we identified five distinct consumer segments. The "Sustainable Food Seekers" group showed the highest positive utility for CSA, driven primarily by "Food Education and Learning Opportunities" and "Contribution to Environmental and Social Issues." These factors were consistently significant across all segments, suggesting that many Japanese consumers value CSA for its educational and environmental benefits. In contrast, factors related to "Variety of Ingredients" were less influential in determining participation intentions. The findings suggest that promoting CSA in Japan may be most effective by emphasizing its role in environmental and social impact, rather than focusing solely on product attributes like organic certification, which is readily available in supermarkets. This reflects a key distinction between CSA adoption in Japan and in other cultural contexts, where access to organic produce is a primary driver. For "Sustainable Food Seekers," CSA offers a way to contribute to broader societal goals rather than just securing organic products.