NEWS

2024.01.30

【Report】The AJI International Workshop was held! “Promotion of Organic Agriculture: Consumption, Marketing Strategies, and Challenges”

On Wednesday, November 22nd, 2023, the International Workshop on the “Promotion of Organic Agriculture: Consumption, Marketing Strategies, and Challenges” was held online, organized by the Asia Japan Research Institute of Ritsumeikan University.

The goal of this workshop was to facilitate international communication among young scholars who are interested in organic agriculture and its challenges related to consumption and marketing strategies in the digital technology era. It was also intended to build strong connections with researchers in related fields from around the world, with the anticipation of creating opportunities for collaboration in the future.

Professor Yasushi Kosugi, the Director of the Asia-Japan Research Institute, delivered the opening remarks. He welcomed four scholars of the next generation from Asian, American, and African Universities and Institutions, as well as all the participants in this international workshop. He highlighted the challenges of organic foods from both producers’ and consumers’ perspectives, with a special emphasis on the issue of marketing ability as a key factor in developing organic agriculture and its products. Here is a link to the event poster: (https://en.ritsumei.ac.jp/file.jsp?id=599949&version=English).

Professor Yasushi Kosugi delivering the opening remarks

The first presentation was delivered by Dr. Taniya Jayani Koswatta, Director of Program Evaluation and Data Analytics at the Sanford Center for Aging, University of Nevada, Reno, U.S. Her speech was entitled “Decoding Public Perception of Scientific Information on Organic Foods: Navigating Misinformation and Key Considerations for Informed Choices.” She discussed how the prevalence of misinformation, especially about the health benefits of organic foods, has greatly impacted individuals’ dietary habits. She pointed out a higher susceptibility to misinformation among those who have preexisting beliefs that align with the message being communicated and those who are regularly exposed to health-related news. Based on her research, she concluded that when communicating about organic foods, it's important to consider existing beliefs, exposure to health news, and perceived benefits. She also emphasized the importance of fostering a healthy skepticism and using trusted scientists or nutritionists to disseminate information in order to combat the effects of misinformation.

Dr. Taniya Jayani Koswatta making her presentation

Ms. Tran Huynh Bao Chau, a doctoral candidate at Okayama University, Japan, presented her lecture entitled “Factors Influencing the Organic Rice Purchase Intention in Hue City, Thua Thien Hue Province, Vietnam.” She discussed the current status of organic rice products and their consumption in Hue City. From the findings, she concluded that subjective norms, quality concerns, health and safety concerns, and perceived price positively influence consumers' intention to purchase organic rice. Notably, these intentions are shaped by opinions and advice from social relationships. These insights can assist organic rice business managers in developing effective marketing and product promotion strategies in Hue City.

Ms. Tran Huynh Bao Chau giving her presentation

Next, Dr. Ho Thanh Tam, a senior researcher at Asia-Japan Research Institute of Ritsumeikan University, Japan, gave her presentation entitled "Japanese Consumers’ Awareness and Willingness to Pay for Sustainable Rice". She discussed the current state of sustainable agriculture and the consumption of sustainable rice products in Japan. Additionally, she shared findings on Japanese consumers' awareness of sustainable rice products and the challenges faced in promoting such products.

Dr. Ho Thanh Tam making her presentation

Dr. Melanie Connor, a senior scientist at the International Rice Research Institute with a base in the regional office in Kenya, delivered her lecture on “Organic Rice Cultivation in Africa – Considerations for Sustainable Food System Transformation.” She provided an overview of the current state of rice farming and consumption in Africa. Unlike Asia, Africa did not benefit from the Green Revolution, resulting in significantly lower rice productivity. As a result, many African governments are developing national strategies to promote rice production, aiming for self-sufficiency and increased intensity. Additionally, she explored potential strategies for African countries to enhance rice production sustainably, focusing particularly on organic rice cultivation.

Dr. Melanie Connor delivering her presentation

This workshop concluded with a roundtable discussion led by Professor Koji Shimada of the College of Economics, Ritsumeikan University. This session facilitated a vibrant exchange of ideas, with all participating speakers sharing insightful perspectives and engaging in dynamic discussions on organic agriculture and its future trajectory in Asia, America, and Africa.

Professor Yasushi Kosugi, Professor Koji Shimada and four speakers in the closing discussion session

Finally, Professor Koji Shimada discussed the potential opportunities and challenges for developing future collaboration. He expressed his appreciation to the invited speakers for their contributions and insightful discussions, as well as to the Asia-Japan Research Institute for its significant support in organizing this workshop.

Professor Koji Shimada delivering the closing remarks