| 森高 正博（もりたか まさひろ） | データ更新日：2024.04.15 |
准教授 ／
農学研究院
農業資源経済学部門
農学研究院
| 1. | 森高正博, コロナ禍による農村観光への影響と事業者対応－福岡県南部の農村観光地域を対象として－, フードシステム研究, https://doi.org/10.5874/jfsr.22.29.3_6, 29, 3, 109-122, 2023.01, [URL], This article explores the influence of COVID-19 on farm managements that operate rural tourism businesses and their COVID-19 countermeasures. The surveyed region was around Minoh-Hokuroku region in the southern Fukuoka prefecture, well-known for rural tourism with an urban neighborhood. I conducted qualitative research on 9 farms and quantitative analysis using 51 valid responses to a structured questionnaire. The covariance structure analysis shows the relationships among sales changes in all individual business divisions together and individual divisions as well. The negative effects of COVID-19 on the demand for rural tourism and farm managements operating rural tourism businesses were found to be less severe when compared to the general tourism industry. The reasons are as follows. First, because in rural tourism, tourists mainly use their own cars and engage in leisure activities outside, many farms did not experience a major decrease in visitors. Second, farms have diversified their businesses, and thus, showed robustness to the risk. Third, some farms showed resilience by employing their own management skills. Based on the findings, a viable growth strategy in the post COVID-19 scenario could be to form a rural sightseeing district through cooperation between core resilient farms that have information transmission capacity using IT and the ability to attract customers and robust farms that can provide diverse rural tourism activities.. |
| 2. | Thi Hao Nguyen, Seifeddine Ben Taieb, Masahiro Moritaka, Susumu Fukuda, Implicit and Explicit Attitudes toward Foods Derived from Genome Editing and Genetic Modification Technologies under Different Information Treatments, Journal of Food Products Marketing, https://doi.org/10.1080/10454446.2022.2037487, 28, 1, 1-30, 2022.02. |
| 3. | Thi Hao Nguyen, Seifeddine Ben Taieb, Masahiro Moritaka, Susumu Fukuda, Public Acceptance of Foods Derived from Genome Editing Technology: A Review of The Technical, Social and Regulatory Aspects, Journal of International Food & Agribusiness Marketing, https://doi.org/10.1080/08974438.2021.2011526. |
| 4. | Hai Minh Ngo, Ran Liu, Masahiro Moritaka, Susumu Fukuda, Determinants of consumer intention to purchase food with safety certifications in emerging markets: evidence from Vietnam, Journal of Agribusiness in Developing and Emerging Economies, https://doi.org/10.1108/JADEE-06-2021-0138. |
| 5. | 金東壹, 森高正博, 劉 然, Seifeddine Ben Taieb, 福田 晋, 農産物直売所における集荷サービスの成立条件―中山間地域の事例による検証―, 農業市場研究, 30, 1, 1-14, 2021.06, [URL], As a result of the aging population of farmers, farmers markets are trying to provide a collection service, pick-up at farm gate, for agricultural products. However, many collection cases in farmers markets are not economically viable. In the collection service, the target group is elderly farmers who have a difficulty to drive. Moreover, it is generally viewed that those farmers prefer pick-up at farm gate. In this paper, we will take up the case of farmers market ‘M’, which is located in the mountainous area of Fukuoka Prefecture and has been providing collection services for 10 years, and prove that these assumptions are not always valid. First, when conducting interviews with the farmers market, it was clarified that the farmers who have a big opportunity cost of time use the collection service and most of the farmers who use the collection service from farmers market ‘M’ prefer pick-up at depot rather than pick-up at farm gate. Second, we calculated the profitability of the collection service. As a result, under expanding the target group and collection method of pick-up at depot, it is shown that the collection service is economically established for the first time.. |
| 6. | Hai Minh Ngo, Ran Liu, Seifeddine Ben Taieb, Masahiro Moritaka, Susumu Fukuda, Exploring consumer loyalty towards brands of safe vegetables in Vietnam, International Journal of Retail & Distribution Management, https://doi.org/10.1108/IJRDM-07-2020-0284, 50, 4, 519-536, 2022.04. |
| 7. | Hai Minh Ngo, Ran Liu, Masahiro Moritaka, Susumu Fukuda, Effects of industry-level factors, brand credibility, and brand reputation on brand trust in safe food: Evidence from the safe vegetable sector in Vietnam, British Food Journal, 2020.04. |
| 8. | Dong Dao Dzung, Ran Liu, Masahiro Moritaka, Susumu Fukuda, Restructuring toward a modernized agro-food value chain through vertical integration and contract farming: the swine-to-pork industry in Vietnam, Journal of Agribusiness in Developing and Emerging Economies, https://doi.org/10.1108/JADEE-07-2019-0097, 2020.04, [URL]. |
| 9. | Hai Minh Ngo, Ran Liu, Masahiro Moritaka, Susumu Fukuda, Urban consumer trust in safe vegetables in Vietnam The role of brand trust and the impact of consumer worry about vegetable safety, Food Control, 10.1016/j.foodcont.2019.106856, 108, 2020.02, [URL], Consumer trust in food safety based on system trust and brand trust has been studied thoroughly in developed countries, while such research is very few in developing nations. This study examines the role of system trust and brand trust in forming consumer trust in the safety of “safe vegetables”, which is the official term used by the Vietnamese government to indicate vegetables certified as safe, in Vietnam. Besides, the impact of consumer worry about vegetable safety – a major problem in Vietnam – on the trust in the safety of safe vegetables is also evaluated. Based on a sample of 361 randomly chosen consumers from the urban districts of Hanoi, we deployed structural equation modeling to explore the factors associated with consumer trust in the safety of safe vegetables. Our main results show that brand trust plays the most vital role in building consumer trust in safe vegetables. In addition to the direct effect, brand trust also acts as a mediator between system trust and trust in the safety of safe vegetables. Interestingly, consumer worry about vegetable safety has two opposite effects on trust in safe vegetables: a direct negative impact and an indirect positive impact through brand trust. Based on the results, we propose important recommendations for improving consumer trust in safely branded food products in general, and safe vegetables in particular in Vietnam.. |
| 10. | 森高 正博, 坂井教郎, 横川 洋, 技術特定型環境支援における経済評価の方法 : さとうきび栽培における赤土流出問題を事例として, 九州大学大学院農学研究院学芸雑誌, 74, 1/2, 1-13, 2019.09, [URL], This research firstly analyze theoretically the efficiency of the technique oriented environmental payment, hiring a certain countermeasure technique is subsidized, to the polluter. We reveal that if the polluter type relative to the opportunity cost and the amount of pollution reduction of a technique is hidden information, environmental payment above will fail to attain the socially optimal technique choice for all polluter in some case. Secondly, using additive DEA, we verify the 36 sugarcane farmers’ individually and socially rationality in choosing the countermeasure technique for red clay outflow from their farmland in Okinawa, Japan. We find that 1) green manure crop/cover crop and ratoon sugarcane cultivation practice have been already established as a basic techniqe from the managerial point of view in consolidated farmlands in a flat area, 2) for majority of farmers, ratoon sugarcane cultivation practice is preferable to green manure crop/cover crop from the social point of view, 3) in the study area, there is no feasible solution to make all type of farmers choose socially optimal technique through the technique oriented environmental payment. It is recommended that the payment for the green manure crop/cover crop in consolidated farmlands in a flat area should be expired as a normative technique in the survey area in order to reduce the adverse technique selection by farmer like not to choose ratoon sugarcane cultivation practice but green manure crop/cover crop.. |
| 11. | DONG Dao Dzung, Masahiro MORITAKA, Ran LIU, Susumu FUKUDA, A Study on Risk-Sharing Scheme of Formal Contract Agreements in Swine Industry in Vietnam, Journal of the Faculty of Agriculture, Kyushu University, 64, 2, 395-405, 2019.09. |
| 12. | WuYunTaNa, Masahiro MORITAKA, Susumu FUKUDA, Xiang Da ZHANG, Evaluation on Raw Milk Trading System in Inner Mongolia: Based on the Analysis from the Perspectives of Security and Market Efficiency, Journal of the Faculty of Agriculture, Kyushu University, 64, 2, 387-394, 2019.09. |
| 13. | Ran LIU, Masahiro MORITAKA, Susumu FUKUDA, An Analysis of the Determinants Influencing Store Choice by Co-op Members Towards Consumer Cooperatives when Purchasing Rice in Japan, Journal of the Faculty of Agriculture, Kyushu University, 64, 2, 379-386, 2019.09. |
| 14. | Hai MINH NGO, VU Quynh Hoa, Ran LIU, Masahiro MORITAKA, Susumu FUKUDA, Challenges for the Development of Safe Vegetables in Vietnam: An Insight into the Supply Chains in Hanoi City, Journal of the Faculty of Agriculture, Kyushu University, 64, 2, 355-365, 2019.09. |
| 15. | 森高正博, 劉 然, 髙原幸江, 高柳実華子, 福田 晋, 農村観光地点類型間の相互連関と周遊パッケージ構築の課題―福岡県南部に位置する耳納北麓エリアを事例として―, 農業市場研究, 27, 3, 13-23, 2018.12, [URL], The contents of rural tourism is rapidly increasing in number and variety. For example, while fruit picking have been a typical content of rural tourism for long time, new types include various farming experiences, farmers markets and farmer’s restaurants. The ‘rural area’ as tourist site is considered a composite good consisted of a number and a variety of tourism contents in the area. This paper explores the characteristics of such tourism areas and considers the problems of providing a package for round trip by foot. The case studied is Minoh-Hokuroku area, which is located in the southern part of Fukuoka prefecture in Japan and is famous for green tourism. We collected 459 trip chain data of 262 tourists in this area. In order to reveal whether arbitrary two spot categories have direct and indirect tendency to be visited in one trip chain, graphical log linear model and undirected independent graph are applied to 7 of 8 categories of tourist spots in the trip chain data. Our findings are as follows. 1) Agriculture related tourist spots do not constitute a trip chain by themselves. They are often combined with other type of tourist spots. 2) Agriculture related tourist spots are often combined to categories that include eating locally produced agricultural products. 3) Though tourist spots in the surveyed area are often rounded by car, the high-growth target is round trip on foot. Directly related spots, however, aren’t allocated compactly to accept round trip on foot. These findings could be generalized to other similar rural areas where tourist spots are sparse and managed independently.. |
| 16. | Tran Thu, Moritaka Masahiro, Liu Ran, Fukuda Susumu, Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity, Management & Marketing, https://doi.org/10.2478/mmcks-2018-0020, 13, 3, 1014-1034, 2018.10, [URL], The purpose of this study is to evaluate the effects ofinformation on consumer adoption when introducing a new beef brand to the Vietnamese markets. Three variables proxy the impacts of information are prior knowledge, usage experience, and price. This study developed three pieces of advertised information and combined them with three levels of price to indicate the relevant information to diffuse at the introduction of a new brand. Three kinds of information include: (1) distinction information, which defines a new brand to be distinct from existing competitive brands; (2) differentiation information, which identifies a new brand to be different from one existing brand; (3) similarity information, which defines a new brand to be similar to one existing brand. The survey was conducted via direct interviews with 480 customers at the food outlets in Ho Chi Minh City, Vietnam. The ordered logit model was applied to examine the influence of each kind of information on consumer preferences for a new beef brand. The results indicated that (1) the effect of information on consumer adoption for a new brand at early stage depends on how that information defines the new brand in consumers’ perception; (2) the distinction information generates the highest economic added value; (3) the similarity information creates the information bias at introduction; (4) the usage experience can be diagnostic for the information bias.. |
| 17. | 森高正博, 農産物輸出におけるマーケティング戦略の課題, 農業と経済, 84, 5, 29-39, 2018.05. |
| 18. | Thu Thanh TRAN, Masahiro Moritaka and Susumu Fukuda, Country of Origin, Price Consciousness, and Consumer Innovativeness at Food Service Outlets in Developing Markets: Empirical Evidence from Brands of Imported Beef in Vietnam, International of Marketing Studies, 10.5539/ijms.v9n3p50, 9, 3, 50-63, 2017.05. |
| 19. | Ran Liu, Masahiro MORITAKA, Susumu FUKUDA, The Position of Consumer Cooperatives as a Rice Retail Format in Japan : An Analysis of the Fukuoka Prefectural Consumer Cooperative Members’ Rice–purchasing Needs and Behaviors, Journal of the Faculty of Agriculture, Kyushu University, 62, 1, 295-308, 2017.02, To expand rice consumption in Japan, consumer cooperatives (hereinafter referred to as “co–ops”) are an expected retail format. The aim of a co–op is to contribute to the creation of a consumer–oriented social system centered on ensuring food safety, which has become increasingly concerning among Japanese consumers. The purpose of this study was to develop recommendations for the formulation of more effective marketing strategies and to encourage the use of co–ops when purchasing rice among existing members. First, co–op members’ diversified rice–purchasing needs are identified in order to investigate the relative position of co–ops among the numerous current retail formats for rice over a 10–year period. Data on rice purchases based on the psychographic criteria of co–op members were collected twice through mail questionnaire surveys: once in 2006 and once in 2015. The following six rice purchasing needs were identified using exploratory factor analysis: “Official information”, “Trustworthiness”, “Promotional information”, “Low price”, “Rinse–free”, and “Rice milling date”. Hierarchical cluster analysis based on these six needs identified the following five types of members: “Promotional information seekers”, “Trustworthiness seekers”, “Low price seekers”, “Members with low involvement in rice purchases”, and “Non–price elements seekers”. Accordingly, the results suggested that as a rice retail format, co–ops satisfy all six rice–purchasing needs except for “Low price”. Among the members, “Promotional information seekers” and “Non–price elements seekers” show the strongest loyalty to co–ops when purchasing rice. “Trustworthiness seekers” were recognized as a new segment that hopes to be much more loyal to co–ops in the future. In addition, significant changes in the manifestations of members’ rice needs occurred over a 10–year period; these needs should be analyzed to identify suggestions for the formulation of future rice retail strategies for co–ops..  |
| 20. | 程 明, 森高 正博, 福田 晋, 中国農民専業合作社における構成員間の異質性に関する研究の動向と展望, 九州大学大学院農学研究院学芸雑誌, 72, 1, 1-12, 2017.02, This paper tried to clarify a variety schools of thought on the topic of membership heterogeneity in China Farmers’ Professional Cooperative (FPC). Followed the previous studies, it appeared that the membership heterogeneity could result in both positive and negative influences on organization and business system of the FPC; nonetheless, the drawbacks seem to overwhelm the benefits. To deal with troublesome of the membership heterogeneity in the FPC, prior investigation indicated the appliance of lessons from the studies on Japan Agricultural Cooperatives, America New Generation Cooperative, and EU Entrepreneurial Cooperative. From our viewpoint, due to the considerable differences of FPC in China from the others, it is necessary to adapt these findings to the particular situation of China, in which more attention would be paid to revision of the FPC’s law.. |
| 21. | 森高 正博, 農産物輸出におけるマーケティング戦略の課題－ブランディング戦略の観点から－, フードシステム研究, http://doi.org/10.5874/jfsr.23.2_98, 23, 2, 98-112, 2016.09, [URL], Facing the decreasing trend of domestic food demand and also the share of domestic products, market penetration to abroad is one of the urgent strategies for domestic agricultural producers. This study firstly examines the possibilities of it with checking the fruits of EPA and TPP negotiations briefly. Secondly, it is revealed that branding and promotion strategies become structural problems among individual producing area brands and All- Japan brand as an umbrella brand. To show the criteria of selecting a branding strategy, strategic choice of advertise and promotion by umbrella brand and each area brands in sequential game is examined. And the criteria is explained mainly by the signs of advertise and promotion’s spillover effect and strategic effect.. |
| 22. | Tran Than Thu, Masahiro MORITAKA, Susumu FUKUDA, The Study of Beef Market Structure and Channel Competition in Ho Chi Minh City, Vietnam, Journal of the Faculty of Agriculture, Kyushu University, 61, 2, 391-400, 2016.09, In strong efforts to bring Japanese Wagyu beef with its outstanding characteristics to external markets, Japan is now paying high attention to exporting promotion globally. In Vietnam, after the official importing approval in April 2014 (Vietnam Custom), the value of Japanese beef is doubled in only one year (reached 158.341 million Yen in 2015). To penetrate into Vietnam market successfully, it is prerequisite for Japanese marketers to consider the Vietnam beef market. Despite Japanese Wagyu beef is an international brand, the response of consumers in each country is different; thus, specific marketing strategies, based on consumer culture and reaction to global brand for certain consumption pattern, is in need (Steenkamp, 2001; Keillor et al., 2001). Moreover, the driving force of the success in exporting performance is to identify the competitors and grasping the proper market segments (Cooper and Kleinschmidt, 1984). Hence, compared with long–history domination of Australian and American beef, it is important for Japanese Wagyu beef to approach from the right step about particular distribution channel for selective beef. With an attempt to provide Japanese Wagyu beef exporters to Ho Chi Minh City (HCMC) market with guidance, this study tries to investigate, not only the general status of the beef market in HCMC but also the Wagyu beef niche market. Via the combination of the primary data from direct interviews and the secondary data, the full context of HCMC beef market is scrutinized from both supply and demand perspectives. Additionally, the intensity of competition between Japanese Wagyu beef and Australian Wagyu beef is clarified through revisiting the theory of competitive advantages (Porter, 1980). Subsequently, the relevant exporting strategy for Japanese Wagyu beef is discussed basing on the eclectic theory of country–entry mode (Dunning, 1999. |
| 23. | 森高 正博, 第2コメント 南西諸島における作目選択の展望について―長期的にさとうきび作を維持すべきか否かー, 食農資源経済論集, 67, 1, 46-48, 2016.04, [URL]. |
| 24. | 小原 一晃, 森高 正博, 福田 晋, 地元産農産物を対象としたブランド・カテゴライゼーションと選択行動―福岡県久留米市産農産物を対象に―, フードシステム研究, http://doi.org/10.5874/jfsr.22.203, 22, 3, 255-260, 2015.12, [URL], The brand categorization model proposed by Brisoux and Laroche (1980) assumes that the consumer's decision making process, when choosing a brand, is composed of an awareness set, a processed set and an evoked set. Here we investigate if this model is valid for consumers of farm products. In this research, we propose a model that accounts for psychological variables for the relationship between brand categorization by consumers and their purchasing habits, using agricultural products made in the Kurume area in Fukuoka Prefecture, Japan, as a case study.. |
| 25. | Win Pa Pa Soe, Masahiro MORITAKA, Susumu FUKUDA, Evaluation of the Structure and Conduct of Paddy Rice Market in Myanmar, 食農資源経済学論集, 66, 2, 1-13, 2015.10. |
| 26. | 坂井 教郎, 森高 正博, 横川 洋, 赤土流出対策の検証と費用負担問題 ―石垣島の圃場データの分析から―, 農林業問題研究, 51, 2, 65-73, 2015.09, The purpose of this paper is to examine the erosion countermeasures which were devoted a large amount of the financial resources and to discuss the theoretical measures of the erosion problem on Ishigaki Island. First of all, to examine the erosion countermeasures in the past, we analyzed the field data of the island from the point of view of cost-benefit. Next, we discussed the theoretical measures in terms of the cost burden involved to achieve erosion protection. As a result, we clarified that the cost benefit of each countermeasure differs greatly and that some erosion countermeasures have been practiced in low risk areas. In order to achieve effective erosion countermeasures, farmers should practice the most cost-effective means selected from the high risk fields. In order for less soil to be eroded away, they should spread the countermeasures from the high risk fields to the low risk ones. So as to accomplish our policy objective, we need to insist that farmers have to practice the erosion countermeasures in the fields which need them. And the reference level divides the cost burden between farmers and government.. |
| 27. | Win Pa Pa Soe, Masahiro MORITAKA, Susumu FUKUDA, An Analysis of the Factors Influencing Marketing Channel Choice by Paddy Rice Farmers in Myanmar, Journal of the Faculty of Agriculture, Kyushu University, 60, 2, 535-542, 2015.09, Rice industry is vital for food security and the economic development of Myanmar as its economy relies on agriculture sector. Promoting the marketing capability of farmers especially the smallholders is the key challenge of increasing farm investment. The rice farmers generally have channels selling to (1) the brokers or commission men who come and collect at the farm gate, (2) the collectors or traders at the farm gate, and (3) selling directly to the rice mills nearby towns. Assessing from different channels is central for exploiting the potential to increase production, farm income and investment. However there are restrictions in channel choices because of poor infrastructure, lack of marketing facilities, insufficient credit and up to date market information. Moreover, due to the oligopsony market structure and without organization, individual marketing practices exposes them to high transaction costs with low bargaining position. The majority of farmers unable to receive a fair price as they have to sell their products soon after harvest when the price is generally low because of the immediate cash need for repayment. So, the farmers cannot maximize profit which in turn affects the future investment of paddy farmers. This paper investigates the factors determine the marketing channel choice using the Multinomial Logit Model. The results show the probability of selling at the farm gate is increase with the distance to market. The farmers who possess storage, transportation, larger quantity and access of market information are more likely to sell the remunerative direct marketing channels to the rice mills directly. The result underscore the importance of forming the farmers’ cooperative, development of marketing infrastructures, accessibility of up to date marketing information in order to support farmers bargaining power to develop farm’s profit and investment.. |
| 28. | 劉 然, 森高 正博, 福田 晋, シンガポールにおける消費者の米ニーズに関する研究 ―日本産ジャポニカ米へのブランド・スイッチを目的として―, 食農資源経済論集, 66, 2, 85-96, 2015.07, [URL]. |
| 29. | 髙山 和幸, 森高 正博, 福田 晋, 青果物卸売市場における仲卸業者・売買参加者の構造変化と市場行動：九州都市部のA市場を事例として, 農業市場研究, 23, 4, 30-36, 2015.03, [URL], The system and rules of wholesale markets have been changed to fit with the growing size of supermarkets and large scale intermediate wholesalers who deal with supermarkets. Among the buyers of wholesale markets, there also are small intermediate wholesalers and authorized buyers, who are often ignored when researches discuss the rules. The rules that have been revised in recent years may cause a loss of fairness in the wholesale markets. If we want to evaluate the change of rule and system of wholesale markets, it is essential to grasp how many members there are and if transactions are adversely affected now and in the future. This study analyzed the structural changes of buying side in wholesale markets including small-scale intermediate wholesalers and authorized buyers. The main results of the analysis are, firstly, that authorized buyers account for 34% of purchases of the city A wholesale market. Thus, wholesale markets are not in oligopsony by large-scale intermediate wholesalers. Secondly, some authorized buyers have not only the retailing function but also the wholesaling function, which was abandoned by large-scale buyers. These situations seem resistant to drastic change in the future. Therefore, we conclude that an adverse effect for the fairness in the wholesale markets by recent amendment in the rules are not small and will persist in the future.. |
| 30. | 森高 正博, 小原 一晃, 福田 晋, 地域名を冠した食品における消費者の購買意思決定過程―共分散構造分析によるAIDAモデルへの適合性の検証―, フードシステム研究, http://doi.org/10.5874/jfsr.21.153, 21, 3, 200-205, 2014.12, [URL]. |
| 31. | 小原 一晃, 森高 正博, 福田 晋, 地域名を冠した食品を対象としたブランド・カテゴライゼーション―福岡県糸島産農産物及び加工品を対象として―, フードシステム研究, http://doi.org/10.5874/jfsr.21.153, 21, 3, 238-243, 2014.12. |
| 32. | 里村 睦弓, 森高 正博, 福田 晋, 小売業態としての農産物直売所とスーパーマーケットのポジショニングに関する考察, 農業市場研究, 23, 1, 23-33, 2014.06. |
| 33. | 森高 正博, 日本の青果物産地における輸出行動―理論的整理とナガイモを事例とした検証―, 食農資源経済論集, 65, 1, 69-80, 2014.04, [URL], Japanese agricultural exports have been increasing in recent years. Meanwhile, it have been pointed that export strategy of agricultural co-operatives had changed from export for supply and demand adjustment in the domestic market to export for a source of earnings by itself. Firstly, this paper theoretically analyzes three behavioral criteria of export activities that are: 1) revenue chasing criterion, 2) collaborative export criterion and 3) price chasing criterion. Secondly, the derived theoretical export amounts of each criterion are simulated and compared to actual export amounts in the case of Japanese yam from 2003 to 2010. The results show that the price chasing criterion is the most consistent with the actual exporting behavior of co-operatives. Theoretically, however, this criterion is not rational for duopolistic domestic suppliers in a market abroad. This study indicates that exporting supply and demand adjustment is still effective. Changing the strategy from price chasing to revenue chasing will increase amount of export as well as total profit of Japanese production area.. |
| 34. | 里村睦弓, 木村 務, 森高 正博, 福田 晋, 農産物直売所におけるマーケティング活動の効果に関する考察, 九州大学大学院農学研究院学芸雑誌, 61, 1, 9-18, 2014.02. |
| 35. | 髙山和幸, 森高 正博, 福田 晋, 中央卸売市場における卸売業者の買付集荷の分析, 九州大学大学院農学研究院学芸雑誌, 69, 1, 31-37, 2014.02. |
| 36. | 劉 然, 森高 正博, 金 鐘和, 王 聡, 福田 晋, 日本産米の輸出市場としてのシンガポール消費者の米購買の意識・行動に関する一考察, 九州大学大学院農学研究院学芸雑誌, 69, 1, 19-29, 2014.02. |
| 37. | 里村睦弓, 森高 正博, 福田 晋, 農産物直売所における店舗利用頻度の規定要因に関する考察, 流通, 33, 69-77, 2013.12. |
| 38. | Xianhui Geng, 福田 晋, 森高 正博, Yingheng Zhou, Qiang Li, A Study on Interpersonal Relationships, Market Orientation and Performance of Chinese Garlic Farmers, Journal of the Faculty of Agriculture, Kyushu University, 58, 2, 439-447, 2013.09. |
| 39. | Ngo Minh Hai, 森高 正博, 福田 晋, Willingness to Pay for Organic Vegetables in Vietnam : An Empirical Analysis in Hanoi capital, Journal of the Faculty of Agriculture, Kyushu University, 58, 2, 449-458, 2013.09. |
| 40. | 金 鍾和, 森高 正博, 福田 晋, 生鮮食品インターネットショッピング市場の細分化―韓国を事例として―, 51, 2, 96-101, 2013.09. |
| 41. | 森高 正博, 取引における認証制度の有効性―安全基準に対する信頼の観点から―, フードシステム研究, 20, 2, 83-95, 2013.09, [URL], This paper try to theoretically bring out the problems occurred when food safety signals, which are used safety standard or certification, are incompletely transmitted to buyers. Theoretical analysis of transaction game model without restriction for rational belief can explain following situations. Firstly, consumer attitude of untrustworthiness of food safety has a certain amount of rationality. Secondly, after strengthening of food sanitary inspection at upper stream of food distribution channel, the information of inspection results mislead harmful rumor. Thirdly,q excessively high or low belief of normal food spoils the effect of introducing food safety certification. Results indicate that food safety standard or certification needs proper belief control in applicable methods.. |
| 42. | 森高 正博, 実需者市場としての農産物市場―農業と食品産業の関係性―, 農業経済研究, https://doi.org/10.11472/nokei.85.80, 85, 2, 80-88, 2013.09, [URL], The vegetable and fruit market, which has traditionally been considered as a perfect competitive market, is now changing to an imperfect one in an economic environment marked by large-scale buyers and growing demand for industrial uses. Its economic evaluation has now emerged as an issue. This paper firstly reviews evaluations for oligopoly, oligopsony and vertical coordination in the domestic vegetable and fruit market. Most previous researches have denied oligopolistic behaviors by large-scale production areas, or their negative economic effects both empirically and theoretically. On the other hand, researchers also evaluated the oligopsonic behaviors by large-scale buyers and vertical coordination in both positive and negative aspects. A unified evaluating methodology, however, have not been found yet. Secondly, whether the increasing of vertical transactions and decreasing of auction transactions will bring about incompleteness of market information is discussed. Theoretically if price-elastic buyers expand vertical transactions, the nature of the index of auction prices will be impaired. But domestic vegetable and fruit markets have not yet arrived at that situation.. |
| 43. | Zhigang Wang, Jiajie Li, Shi Zheng, Masahiro Moritaka, SUSUMU FUKUDA, Factors Affecting Chinese Consumer Awareness and Acceptance of Japanese Rice, Journal of the Faculty of Agriculture, Kyushu University, 58, 2, 459-465, 2013.09. |
| 44. | 森高 正博, 取引における認証制度の有効性―安全基準に対する信頼の観点から―, 2013年度日本フードシステム学会大会報告要旨集, 22-33, 2013.06, This paper try to theoretically bring out the problems occurred when food safety signals, which are used safety standard or certification, are incompletely transmitted to buyers. Theoretical analysis of transaction game model without restriction for rational belief can explain following situations. Firstly, consumer attitude of untrustworthiness of food safety has a certain amount of rationality. Secondly, after strengthening of food sanitary inspection at upper stream of food distribution channel, the information of inspection results mislead harmful rumor. Thirdly,q excessively high or low belief of normal food spoils the effect of introducing food safety certification. Results indicate that food safety standard or certification needs proper belief control in applicable methods.. |
| 45. | 髙森俊明, 森高 正博, 福田 晋, 濱田英嗣, 地域ブランドを形成する仲卸業者のブランド戦略分化―下関フグにおける仲卸のブランド戦略の定量化―, 食農資源経済論集, 64, 1, 87-98, 2013.04. |
| 46. | 金 鍾和, 森高 正博, 福田 晋, 尹 晳重, ネットショッピングにおける消費者購買認識の構造分析―韓国における生鮮食品を事例として―, フードシステム研究, 19, 4, 382-393, 2013.03. |
| 47. | 森高 正博, 実需者市場としての農産物市場―農業と食品産業の関係性―, 2013年度日本農業経済学会大会 報告要旨, 34-48, 2013.03. |
| 48. | 李 強, 森高 正博, 福田 晋, 中国農村金融組織の展開と農民専業合作社の金融機能に関する考察, 九州大学大学院農学研究院学芸雑誌, 68, 1, 7-18, 2013.02. |
| 49. | 金 鍾和, 森高 正博, 福田 晋, 韓牛肉における生鮮食品インターネットショッピングの評価, 九州大学大学院農学研究院学芸雑誌, 68, 1, 1-6, 2013.02. |
| 50. | 金 鍾和, 森高 正博, 福田 晋, 生鮮食品ネット取引における間接流通の意義に関する研究―韓国の事例を中心に―, 日本農業経済学会論文集, 2012年度, 357-364, 2012.11. |
| 51. | 豊田こころ, 外園 智史, 前田 幸嗣, 森高 正博, 南石 晃明, わが国青果物市場の結合と「中央拠点市場構想」の改善方向―だいこんを事例として―, 食農資源経済論集, 63, 2, 35-42, 2012.10. |
| 52. | 金沢哲也, 森高 正博, 福田 晋, 食育の観点から見る購買基準と購買先の関係性, 食農資源経済論集, 63, 2, 43-54, 2012.10. |
| 53. | 髙森俊明, 森高 正博, 福田 晋, 濱田英嗣, ブランド視点からみた下関フグの生成・展開プロセスと課題, 九州大学大学院農学研究院学芸雑誌, 67, 2, 69-80, 2012.09. |
| 54. | Angie Higuchi, Masahiro Moritaka, Susumu Fukuda, The impact of socio-economic characteristics on coffee farmers’ marketing channel choice: evidence from Villa Rica, Peru, Journal of sustainable agriculture research, 1, 1, 13-18, 2012.05. |
| 55. | 烏雲塔娜・福田晋・森高正博, メラミン問題を契機とした内モンゴルにおける生乳取引構造の変化, 農業市場研究, 20, 4, 24-30, 2012.03. |
| 56. | 烏雲塔娜・森高正博・福田晋, 内モンゴル生乳市場における個人搾乳ステーションの存続メカニズム, 食農資源経済論集, 62, 2, 23-34, 2012.01. |
| 57. | Angie Higuchi, Masahiro Moritaka, Susumu Fukuda, The Impact of Geographical Distance on the Performance Evaluation of a Peruvian Cocoa Cooperative: Acopagro Cooperative Case Study, Journal of Cooperatives, 25, 45-61, 2011.12. |
| 58. | 森高 正博, 日本の青果物産地における輸出の位置づけ－重点出荷先か需給調整弁か－, 日本・中国・韓国農業経済シンポジウム「東アジアにおける農業の連携と農畜産物の貿易」, 69-77, 2011.10. |
| 59. | Angie Higuchi, Masahiro Moritaka, Susumu Fukuda, Socio-economic Characteristics impact on Peruvian Cocoa Farmers’ Welfare: Acopagro Cooperative - A Case Study, Agrarian Perspective, pp.71-76, proceedings of the 19th International Scientific Conference, September 14-15, 2011.09. |
| 60. | Hnin Yu Lwin, Masahiro Moritaka, Susumu Fukuda, Koshi Maeda, Hideyuki Kano, Evaluation of the Alternative Policy Mix under Conflict: The Case of Myanmar Rice Policies, 食農資源経済論集, 61, 2, pp.11-21, 2011.02. |
| 61. | Angie Higuchi, Masahiro Moritaka, Susumu Fukuda, Comparative marketing performance between the Peruvian Cooperatives and the Intermediaries: Acopagro cooperative vs. Intermediaries- a Case Study, Australian Agricultural and Resource Economics Society, 2011 Conference (55th), February 8-11, 2011, Melbourne, Australia, 2011.02. |
| 62. | Angie Higuchi, Masahiro Moritaka, Susumu Fukuda, An analysis of the Peruvian jungle cocoa farmers: Acopagro cooperative vs. Intermediaries- A case of study, Agris on-line Papers in Economics and Informatics, 2, 4, pp.3-10, 2010.12. |
| 63. | 劉小ナン, 森高正博, 豊智行, 福田晋, 甲斐諭, 中国大都市における食品認証制度の普及促進効果―大連市の中間所得層の消費者を対象とした実証分析―, 農業市場研究, 16, 2, 58-68, 2007.12, [URL], Recently, Chinese Government has introduced food certification systems attributed to the food safety issue. The main purpose of these systems is to differentiate between high and low quality goods. Most previous surveys analyze the rates of "perception" and "purchasing experiences" of certified goods, in order to evaluate the promotion effect of these certification systems. However, the above indicators were theoretically inadequate from the point of view of certification system. To more robust of former studies, we propose a new indicator, which is the rate of "continuous purchasing goods with a certification mark after comprehending this system". Results from consumer survey conducted in Dalian city, shows that only 38% for Green Food and 24% for No Pollution Food among observations are willing to continue purchasing certified food after understanding this system. Besides, 30% of observations are purchasing Green Food continuously without comprehending. Therefore, promotion effort is prerequisite to secure the availability of consumer's choice in China.. |
| 64. | 森高正博, 豊 智行, 福田 晋, 甲斐 諭, 農協による青果物残留農薬自主検査の誘因分析, 流通 日本流通学会年報, https://doi.org/10.14904/jsds1988.2005.134, 18, 134-141, 2005年版, 2006.03, [URL]. |
| 65. | 森高正博, 豊 智行, 福田 晋, 甲斐 諭, 農産物認証制度の経済学的評価に関する考察 ―減農薬栽培農産物の流通・認証制度における生産者参入の視点からの比較分析―, 日本農業経済学会論文集, 230-237, 2004年度, 2005.11. |
| 66. | 森高正博, 豊智行, 福田晋, 甲斐諭, 農協生産部会における減農薬栽培の移行条件 ―施設野菜の農協間比較―, 農業市場研究, https://doi.org/10.18921/amsj.14.1_63, 14, 1, 63-66, 2005.06, [URL], This paper shows the following 3 conditions for shifting to reduced pesticide cultivation (RPC) in agricultural cooperatives (JAs) of Miyazaki prefecture. First, average ratio of certified area depends on well-establishment of RPC technique. Second, JA with relatively small number of producers show high tendency to shift thoroughly. It depends on 1) bargaining power of joint sell, 2) difficulty to unify members’ opinion, 3) collecting and shipping facilities, and 4) burden of certification in JA. Third, in the case of mini-tomato, the economic condition of participation especially for marginal producers is satisfied not by premium but by improvement of their skills. 本稿は、農協生産部会における減農薬栽培への移行条件について、宮崎県内農協からの聞き取りと統計資料から、以下の3点を明らかにした。第１に、平均認証面積率は、減農薬栽培技術がどの程度確立されているかに依存している。第２に、比較的小規模な農協生産部会ほど減農薬栽培へ部会全体で移行する傾向が強い。この要因は、１）共販の販売力、２）部会の意思統一の難しさ、３）集出荷施設、４）農協の認証事務労働の４点である。第３に、ミニトマトの事例では、特に限界的生産者の経済的な参加条件は、価格プレミアムというより、むしろ、それら生産者の技術向上によって満たされている。. |
| 67. | 森高正博・豊智行・福田晋・甲斐諭, 柑橘生産地域の堆肥流通における品質問題, 農業経済論集, 55, 2, 51-61, 2005.01, [URL], 近年の堆肥供給増加傾向の中で、堆肥流通促進は重要な課題となる。典型的な柑橘生産地域である熊本県芦北地域における堆肥センター及び耕種農家への聞き取りから、地域内の堆肥利用の問題点として、①効果に比べて堆肥価格が高い、②近年の柑橘価格低下、③急傾斜地における散布労働、④堆肥情報の欠如や品質不安定性または利用技術の不足に起因するリスクが挙げられた。これらの問題点について、代表的経営モデルによる数理計画分析からは、④のリスク問題が決定的に重要であることが分かった。従って、地域の堆肥流通促進を図る対策は、堆肥品質に関する情報の非対称性解消が第1であり、園内作業道の整備や輸送・散布サービス等はより堆肥需要を拡大のための２次的な対策と位置付けられる。. |
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