In the direct dealings of organic agricultural products, there are sets of products that are periodically sold to specified consumers. In these dealings, farmers select the vegetables in a set according to the harvest at that time. In this paper, I refer to such sales as “dealings of a vegetable set.” In organic agriculture, the method of delivering a vegetable set is an important factor for continuity in the relationship between farmers and consumers. In this regard, “delivery to consumers’ bases” (consumers near the base receive vegetables on the base) and “door-to-door delivery” through farmers’ transport are problematic because the need for transportation is a burden. Studies in this field have not examined the reasons underlying the selection of delivery methods by farmers. Hence, this paper analyzes the reasons for the selection of diverse methods for delivery of organic vegetable sets, through an investigation targeting farmers in urban areas.
The subjects of this investigation were nine farmers located in the Kanagawa prefecture who deal in organic vegetables sets. Our findings are as follows:
(1) Farmers want to select “delivery to consumers’ bases” because the need for transportation is a smaller burden than “door-to-door delivery”. However, recently, consumers tend to reject the former method. Thus, with the exception of limited cases in which consumers accept this method, farmers are not free to select “delivery to consumers’ bases”.
(2) It seems that in cases where they recognize the merits of meeting consumers (for example, to be able to converse with consumers), which tends to balance the burden of delivery, farmers select “door-to-door delivery” by farmers’ transport.
(3) It seems that farmers positively select the “home delivery service” method (that dose not rely on either farmers or consumers), if they consider the burden of delivery too heavy. However, in case farmers do not consider the burden heavy and consider continuity of the relationship with consumers important, or if consumers agree to pay the postage, farmers passively select the “home delivery service” method, accepting the consumers’ selection.
(4) It seems that farmers can select the method of “delivery on a farm” in the limited cases where consumers live in close proximity to the farm or want to avoid paying postage.
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