Rice policies for long-tail market-creating innovations: empirical study on consumers’ cognition and behavior in Japan

Although rice production adjustments were officially abolished in 2018, they still exist in the form of game equilibria and customary institutions in Japan. However, market-creating innovations are considered to be able to change the culture of the entire society, including the cognition of producers and consumers towards rice, rice products and rice cultivation. Therefore, the purpose of this study was to clarify the necessity of rice policies for long-tail market-creating innovations in Japan. Specifically, structural equation modeling (SEM) and cognitive map analysis were introduced in a questionnaire survey of Japanese consumers. The following analytical results were obtained. First, rice policies that promote consumers’ independent orientation for rice consumption including their potential needs about rice such as information, environment, packaging, safety, health, and various ways of eating, etc. are required. Second, Japan’s rice market needs to be transformed from a short tail to a long tail through market-creating innovations. Finally, rice policies to promote the businesses conducted in partnership with consumers and local residents for “Creating Shared Value” through organizational learning and stakeholder management are also required.