Kyushu University Academic Staff Educational and Research Activities Database
List of Papers
Masahiro Moritaka Last modified date:2021.10.25

Associate Professor / Faculty of Agriculture / Department of Agricultural and Resource Economics / Faculty of Agriculture

1. The conditions for agricultural product collection service for farmers' market: A case study in a mountain area.
2. 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, .
3. 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.
4. 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, 2020.04.
5. 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, 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..
6. 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, [URL].
7. 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, [URL].
8. 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, [URL].
9. 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, [URL].
10. Linkage Structure among Rural Tourist Spots and Challenges to Construct a Round Trip Package : Case of Minoh-Hokuroku Area in the Southern Fukuoka Prefecture, Japan.
11. 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,, 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..
12. 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.
13. 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..
14. A Review and a Prospect of Study on Membership Heterogeneity
in China Farmers’ Professional Cooperative.
15. Masahiro Moritaka, Marketing strategic problem for exporting agricultural products: From the point of view of branding strategy, Journal of Food System Research, 23(2), 98-112, 2016., [URL].
16. 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.
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18. Norio Sakai, Masahiro Moritaka, Hiroshi Yokogawa, The Verification and the Problem of Cost Burden Involved in Erosion Countermeasures: A Case Study Based on the Analysis of the Field Data on Ishigaki Island, Journal of Rural Problems, 51(2), 65-73, 2015. .
19. 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..
20. The Structural Changes and Market Behavior of Intermediate Wholesalers and Authorized Buyers in Vegetable and Fruits Wholesale Markets : A Case Study of a Wholesale Market in Urban Area of Kyushu.
21. Masahiro Moritaka, Japanese Agricultural Co-operatives’ Behavior of Vegetable and Fruit Export-A Theory and the Test in the Case of Japanese Yam-, Japanese Journal of Food, Agricultural and Resource Economics, 65(1), 69-80, 2014..
22. 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.
23. 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.
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25. 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.
26. 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.
27. 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.
28. 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.
29. 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.
30. 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.
31. 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.
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