Analysis of Consumer Purchase Decisions for Food Company Products－Focusing on the Social Responsibility Issues－

Food consumption behaviors have changed as consumers' values and lifestyles have evolved. This study analyzes the factors that influence consumers' willingness to reduce or increase their purchases of food companies' products related to social responsibility issues. Data were collected through online surveys in 2021 and 2022, and econometric analysis was conducted using a logit model. The results show that the more consumers are exposed to ESG management and carbon neutrality issues, the more likely they are to increase their purchases from food companies in action, respectively. Additionally, the worse the reputation of a company involved in a so－called “scandal,” consumers were 7% more likely to reduce their purchases from a company with a problematic reputation. This suggests that consumers' perceptions of corporate social responsibility issues influence their food purchasing behavior. It also suggests that food companies should actively embrace the social responsibility demanded by consumers and prepare effective management measures to maximize profits through a positive corporate image.