Food Safety and Consumer Behavior in India andJapan: Comparative Literature Review

著者 DHIVYA Rajaram, TAKASHINO Nina, FUYUKIKatsuhito

journal orpublication title

JOURNAL OF FARM MANAGEMENT ECONOMICS

volume 48page range 84-96year 2017-02-28URL http://hdl.handle.net/10097/00122031

brought to you by COREView metadata, citation and similar papers at core.ac.uk

【研究ノート】

Food Safety and Consumer Behavior in India and Japan:

Comparative Literature Review

Rajaram DIllVYA*， Nina TAKASHINO勺KatsuhitoFUYU阻柿

Contents

l.In仕oduction 4. Comparative Literature Review

2. Methodology 1) Case ofIndia

3. Time1ine ofFood Safety Issues 2) Case of Japan

5. Conc1usion

1. Introduction F ood safety has become an increぉinglyimportant issue due ωvarious factors such

as globalization of the food supply and public demand for health protection. Recently，

Japanese citizens have had great concems regarding food safety issues.

Reflecting this situation in Japan， many studies on food safety have been conducted

(Sawada， 2004). However， most only covぽ casesin Japan，組dfewer studies have been

conducted企oma perspective ofintemational comparison1. Nakashima (2005) comp紅'edfood

safety regulation systems between Japan and developed coun仕iesin the EU. Few studies have

comp紅'eddeveloped countries and developing coun仕ies.As the WHO (2002) points out，

building capaci勿 infood safety is essential especially in deve10ping coun仕ies.The poor are

the most susceptible ωill health. F oodbome disease has a significant impact not only on

health but also on development. Moreover， globalization of the food仕adeand deve10pment of

intemational food standards have raised awareness of血einteraction between food safety and

export potential伽 developingcountries. Likewise， an increasing emphasis on quality and

safety at凶butescan create social benefits; grading and standards systems could reduce the

negative extemalities of poor quality and unsafe food produc臼. From也isviewpoint，

comparing studies in developing coun甘iesand developed coun仕iesis useful for identiちring

fu加rerese紅白topics.

Furthermore， since receiving cons四ner concems about food safety， many

universities have engaged in research and education on food safety. In August 2010， the

Department of Agricultural and Rural Management， T:出凶1Nadu Agricultural University，

examined food safety and quality impacts on the buying behavior of consumers in

collaboration with Ghent University， Belgium， under the EU FP7 project VEG-i-TRADE.

百回projecttook the focus on food safeザthroughan intense multidisciplinary mode. In Japan，

Kobe University established the Research Center for Food Safety and Sec町 ityin April 2006，

*D叩ぽ加lentof Agric叫旬ral& Rural Management， Tamil NaduAgricu1tural UniVI邸 ity** Graduate School of Agricu1turヨ1Sci問問TohokuUniversity

-84-

R. Dhi可ra，N. Takashino， K. Fuyuki

and in F ebruary 2007，出eUniversiザ ofTokyo opened the Research Center for F ood Safety.

In Apri12015， Tohoku Universi勿launchedthe Intemational Education and Research Center

for Food and Agricultural Immunology (CFAI).国sCenter is per伽 ningresearch focused

on food and agricultural immunology， while other university institutions舵 conducting

research on general food safeザ~ Agricultural immunology is a general term for new

technologies也atreal国 healthyfostering of agricultural and livestock products by

s田ngtheningimmune functions. To disseminate such new technologies both in developing

and developed coun出es，social scientific research is needed.

百leaim of由isstudy isωsort out an issueおr白旬restudies on food safety and the

application of new technologies both in developing and developed coun仕ies.For this purposeラ

we review the literature of food safety and consumer behavior. To explore the possibility of

new旬chnologyapplication in both developed and emerging countries， we examine the

current situation and prior studies in India and Japan. A review of studies出atdiscussed food

safety and cons田nぽ swas performed to address the following questions: (I) What kind of

food commodities and risks訂'ediscussed so far? (ll) How are the food safety issues

analyzed? (町Arethere any coun句叩ecifictendencies in India and Japan?

百lecontents of白isstudy are as follows: we describe the methodology in section 2;

in section 3ラ weoverview food safety-related accidents and lows; comparative literature

reviews are shown in section 4; and we conclude in section 5.

2. Methodology First， we summarize the history of food security in bo由 coun回目企omthe 1930s to the

present. Wi白血thisperiodヲweconfirm the incidents related to food safety and the established

laws for both India and Japan.

百lenwe comp紅 eliterature企omthe viewpoint of product， food safe句rrisk， and

analytical method. For the literature of India， search engines like Google Scholar and

datab俗図 likeProQuest， EBSCO， and CERA紅 eused to血ldand select relevant papers. For

the case of Japan， we used search engine Cinii and Google Scholar to specifシfoodsafety

literature. We used keywords such as “food，"“safe臥"and “consumers" for the search. In the

begim由19，we classifシpriorresearch on血e旬rgetgoods， then classi今 them企omthe

viewpoint of也emethod and the同rgetfood risk， and comp訂e血eprevious studies of both

coun仕les.

3. Timeline of Food Safety Issues Here we summ田"Izemajor events related ωfood safe句Tissues. Table 1 shows major

accidents and govemment regulations on food security in India and Japan.

The left-hand side ofTable 1 shows major incidents and regulations on food safety in India.

Various orders were passed at several time intervals to monitor吐lesafety and quality of fOOID弓

as per the sanitary and phytos但世回ryreq司rementsof the coun句・ Foods出atare consumed by

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F'O'Od Safety and C'Onsumer Behavi'Or in India and Japan: C'Omparative Literature Review

the public sh'Ould c'Omply with l'Ocal regulati'Ons and laws t'O gain access t'O the market. It all

started with the Agricultural Pr'Oduce (Grading and Marketing) Act 'Of 1937， which

standardized the grading f'Or agricultural and allied g'O'Ods. 百le AGMARK Quality

certificati'On was latぽ in仕oduced白r'Oughthis act as a regulat'Ory measure f'Or ensuring quality

and purity 'Of products t'O c'Ompete in w'Orld trade.百leBureau 'Of Indian Standards Act is als'O a

milest'One in the regul剖ory企amew'Ork 'Of the c'Oun町;It prom'Oted the harm'Oni'Ous

devel'Opment 'Of s旬nd訂'dizati'On，marking and quality certificati'On. In 2006， the F 'O'Od Safety

and Standards Act was passed.

Tab1e 1. Timeline 'Of events re1ated t'O f'O'Od safety

Year India Japan

1937 Agricultura1 Pr'Oduce (Grad血gand Marketing) Act

1947 Vegetab1e Oil Pr'Oducts (ω甜'01)臼der F'O'Od Sanitati'On Act

1950 JAS Law andJAS System

1954 Preventi'On 'OfF'O'Od Adulterati'OnAct

1955 Fruit Pr'Oducts白der

1967 S'01vent Ex仕actedOi1， De-Oi1ed Meal and Edib1e

F1'Oぽ(C'Ontr'01)臼deζ

1973 Meat F'O'Od Products Order

1986 Bureau 'OfIndian S包n也rdsAct

1988 Edib1e Oils Packaging侭egulati'On)臼der

1992 Milk and Milk Pr'Oduc飴臼der

1996 0157島'Odp'Ois'Oning

2000 Sn'Ow brand milk p'Ois'Oning

Amendment JAS l'Ow

2001 BSEbeef

2002 Mis1abeling scandal 'Ofbeef

F'O'Od Safety Basic Act

Inaugurati'On 'OfF'O'Od Safety C'Ommissi'On

2003 W'OrmsinG凶lburyD血y1姐k

2006 F'O'Od Safety and S匂n由rdsActσSSA)

2006 F'O'Od Safety and S加 1白rdsAu血ority'OfIndia

(FSSA1)， Statut'Ory body under FSSA

2012 W'Orms in KFC Fried Chicken Sandwich

2015 Nestle Maggi Recall

Source: Created by auth'Ors

cu 口。

R. Dhiηra， N. Takashino， K. Fu戸lki

百leFood Safety and Standards Authority of India σSSAI)，血柱。ducedas a s旬加tory

body under FSSA， consolidates various acts and orders that have hitherto handled

food-related issues in various minis仕iesand depar即時nts.1t regulates manu白cturing，storage，

dis仕ibution，sale， and import to ens町 eavailabiliザ ofsafe and wholesome food for human

cons田nption.百世salso promotes aw訂'eness創nong社lepeople of safe and quality food

cons田npt1on.

百leright-hand side of Table 1 shows major incidents and regulations on food safe勿 in

Japan. In 1947， the Food Sanitation Act was promulgated to prevent s創世旬，tionhaz紅白

resulting from eating and dr担制ng.百leJAS (Japanese Agricu1tural Standard) Law and JAS

System was in仕oducedin 1950.“JAS Law" is the short n出nefor“官leLaw Concerning

Standardization， etc. of Agricultural and Fores句 Products"and the JAS system ens町 'esthat

foods and drinks have a certain quality and are produced by specific methods.百leselaws

have been regulating food safety in Japan.

In 1996ラ an0157 food poisoning outbreak happened. on May 28， food poisoning was

reported 白血reeelementary schools and one kindergarten in K可itown in Okayama

Prefecture. Starting with this report， the epidemic caused by the 0157 afi1icted more白m

8，000 people and kil1ed eight in Japan. Further， in late June 2000， products of Snow Brand

Milk Products Co. caused an outbreak of food poisoning. A valve was contaminated with

toxin-producing bacteria and was pinpointed as the cause of the food poisoning that made

more than 13，000 consumers i11.

In September 2001， a cow infected with BSE was found in Chiba Prefecture. Fol1owing

血isfood safety problem， another food scandal occurred in 2002 in which a company falsely

labeled beef produced on Japan's northem island of Hokkaido， where BSE had been

discovered， as beef企om吐lesouthem city ofKumamoto.

In 2003， the Food Safety Basic Act w部 established，which changed the legal system for

food safety in Japan.百lep田poseof this act is to comprehensively promote policies to ens町e

food safety by establishing basic principles; clari命ingthe responsibilities of the national and

local govemmen臼， food-related business operators， and吐leroles of consumers; and

establishing a basic direction for policy formu1ation. Based on this law，仕leF ood Safety

Commission was established ωundertake risk assessment of foods.

4. Comparative Literature Review 4.1 Case oflndia

百lecitations in Table 2 depict that血estudies were reviewed in such a fashion that it

covers也emajor foods among也efood basket of Indian consumers. Two papers cover企u1臼

and vegetables， which紅 'ethe most commonly consumed foods， along wi吐1an addition of

papぽ ongrains. Meat and seafood we陀 coveredin four pap町民 twofor each. Interestingly，

two papers had information specific to nu甘ients，major1y proteins. Foods and groceries were

studied with the help of血reepap町swhile five other papers were related ωdairy， seaweed，

ウt

QU

Food Safety and Consumer Behavior in India and Japan:

Comparative Literature Review

etc. Indian cons田nersown a food basket that normally contains a unit of each of the food

items listed.

Cereals

目

印

刷

国

nd

・1J

J刊

A

A

r

t

白、.唱A

司

h

w帥

R

R

year

2014

2000

Author

Kaur 1 and Singh S

Viswana吐laIlP and Kaur R 一一ωVegetable

Fruits 2008 Durgesh PM， et.al

S印刷lkumarT姐 dMeat products

Meatprodu仰

Shrimp

Value-added :fish

English

Animal-based protein， plant-based protein

Protein，晶t

Grocery， general food products

Food products in general

S仕eetfoo也ーfoodsafety knowledge

Dairy， S開，weed，eね

h

h

h

h

h

h

h

h

P

3

0

3

0

δ

0

3

0

3

0

3

0

3

0

3

・1

・li---li--i

d

d

d

d

d

d

d

d

n

n

n

n

n

n

n

n

E

E

E

E

E

E

E

E

2016

2005

2004

Muralidhar V

Raj出 ekarand Reddy

Padm司aR，et.al

Geethalakshmi V， et.al

Meat

Seafood

2013

2016

2016

2009

2010

Janet R， et.al

Amarender AR

包ny

G

d

d

m

d

d

A山

ph

に比

i

江

a

s

M

・B

M

叫

励

.h陥

M

T、-l"u出entspeci:fic

Food and grocery

2011

Other

So町'ce:Created by authors

Table 3. Li町 aturein India， so巾 dbymethod

L創19uage

English

Note Year Au出orMe血od

Value-added :fish 2013 Geethalakshmi V， et.al Co吋ointanalysis

Consumer behavior， food q回目tyand safety English 2009 KritiBG Focus group discussion

Food safety -adolescents -food products

仁)rga凶cfood products

Branded food products

αga国cfoods

白 ga凶cfoods

Fastfood

Labelling

Green food products

Cons凹nptionpa社em-meat

Traditional vs. convenient food

English

h

h

h

h

h

h

h

h

h

O

3

0

3

0

3

0

3

0

3

0

3

0

3

0

3

0

3

HvuvH

ド

HvuvU

ド

HVH

ド

H

obobobOBσむ

oboboboe

n

n

n

n

n

n

n

n

n

E

E

E

E

E

E

E

E

E

2008

2010

Table2. Lit悶加re也India， sorted by commodity

L鉱沼田ge Note

English

English

English

RaoSM，et.al

SomnathC Exp町topinion

Rank correlation 2014

2012

2012

2007

2014

2015

2015

Ree丘kaG and VK Jain

Jus白landJyoti

Justin and Jyoti

Goyal and Singh

Havish組 dApar可ita

SudiptaM

Kavitha and Aji吐:urumar

Kaur and Singh

Factor analysis

Clust町 analysis

Scalingtβchniques

Ex四postfacto research design

Food choice variables

Interview， logit regression， m叫tivariate

statistical加ols，chi-sq田 reanalysis， ANOV A

2013

88加dies

Source: Created by au由ors

口。口。

Other

R. Dhivya， N. Takashino， K. Fu刊ki

Table 3 explains the review 'Of past studies血at訂es'Orted based 'On analytical

meth'Od'Ol'Ogy. S'Ocial studies c'Over a vast range 'Of t'O'Ols and techniques f'Or a better predicti'On

and understanding 'Of the c'Ollected data. F'O'Od safety is a qualitative c'Oncept and proper

attenti'On and care has t'O be imp'Osed in reviewing the studies f'Or ch'O'Osing the meth'Ods.

Regarding this， several studies were c'Ollected and analyzed. Out 'Of these，也em司'Ormeth'Ods

used紅 'ec'Onj'Oint analysis， f'Ocus gr'Oup discussi'Ons， expert 'Opini'On， rank c'Orrelati'On， fact'Or

analysis， c1uster analysis， f'O'Od ch'Oice variables， scaling techniques， etc. The past literature

c'Overed maj'Or studies 'On 'Organic f'O'Ods， f'O'Od safety， green f'O'Ods， labeling， etc. which give

greater insi俳句血t'Othe gr'Owing accep臼nceand demand f'Or f'O'Od safety and quality in India.

百ledata企'OmTable 4 depicts血em司'Orrec'Orded f'O'Od risk 'Outbreaks by way 'Of f'O'Od

p'Ois'Oning， new techn'Ol'Ogy in仕oducti'Onsin f'O'Od pr'Ocessing， and vari'Ous 'Other f'O'Od

c'Ontaminati'Ons. F'O'Od p'Ois'Oning due t'O Yersinia Enteroc'Olitica and N'Orwalk-like viruses in

buttermilk and sandwiches were listed.百lein仕oducti'On'Of GM crops and c1'Oned animal

pr'Oducお werestudied thr'Ough f'Our maj'Or studies. Organ'Oph'Osph'Orus， Staphyll'Oc'Occ凶 spp，

f'O'Od c'Olo民 path'Ogensラandmicrobes were rec'Orded as血emaj'Or f'O'Od c'Ontaminants that lead

t'O f'O'Od risk in Indian c'Onditi'Ons.

Risk Author

Table 4. Literature in India sorted by risk

year No匂

Food poisoning Abraham M， et.al

Girish R， et.al

New technology Vijesh and Matin

A1okA， et.al

JohnandAmit

Meena HR， et.al

Foodcon加国nants Acharya and Shah

Bhanti and Taneja

Padmaja R， et.a1

Padmaja R， et.a1

Viswanan血anandKaur

Preeti k， et.al

0吐ler 6 studies

Source: Created by加出0四

4.2 Case of Japan

1997 Yersinia Enterocolitica Bu仕ermilk: in a feast

2002 Norwalk-like Viruses -salad sandwiches

2008 GM foods胴 Btb白羽al，pesticide residues

2007 GM Wheat

2008 GMfoo也 accep凶 lce

2016 Cloned anInlal food products

1999 Benzoic拠地coal-tardyes， coliforms

2007 Vegetables-ωganophosphorous residual contamination

2004 Staphyllococcus spp -s祉担p

2004 Food colors綱 exceededperrnissible limits

2001 Pathogens -salad vegetables

2016 Chow mein四 Streetfood -microbes

Food quality， misleading advertisements， packa伊19technologi田

Table 5 sh'Ows the pri'Or studies 'On f'O'Od safety issues in Japan. In由istable， pri'Or

studies訂ec1assified based 'On the g'O'Ods t'O be analyzed. Of也e32 papers， 14 analyzed f'Or

specific g'O'Ods.官官 breakd'Own'Of the g'O'Ods is企uiぉandvegetables， beef， milk， p'Ork， rice，

and egg.官官re訂 efive studies阻rge由19企ul臼andvegetables， reflecting出egr'Owing interest

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Food Safety and Consumer Behavior in India and Japan: Comparative Literature Review

加 organiccultivation and the increase in imported products due to佐adeliberalization.

Because of BSE and food disguising problems， thereぽ'ethree studies旬rgetingbeef. In

addition， there are two research studies on miIk， reflec白19the scandal of a miIk company.

Table5. Li旬m加rein Japan， sor旬dbycommodi句f

Commodity Author Year Language Note

Fruits and vegetables Nishi et. al 2008 J:叩anese Impact of consumers' va1ue

Morikawa 2007 Japanese E:ffectiveness ofthe国民ability

Nakamura et.al 2007 Japanese Imported apples

Kameyama and Goda 2009 Japanese Fresh vegetable:回ceab出ty

Matsuoka et. al 2013 Japanese Pesticide-ftee citrus

Beef Aizaki et. al 2006 Japanese BSE beef

Sawadaet. al 2009 Japanese Beefraised with safe句Tme路町es

Sa句 et.a1 2005 Jap組問e BSEbeef

M丑k Hosono 2003 Japanese Milk at出butes，safety and nu出tion

Chaeet. a1 2003 Japanese Milk attributes，回島ty

Pork Saiωet. al 2009 Japanese Pork raised with recyc1ed food waste

Rice Aizaki 2005 Japanese Ecologically企iend1yrice

Egg Maruyama et. al 2004 Japanese Salmonella-企eeegg

Source: Created by authors

Table 6. Literature in Ja伊n，sorted by method

Method Author Year 1m19uage note

co吋oint加a1ysis Kurishima et. a1 2010 J apanese Information provision

Han伊i 2013 J apanese Information provision

Aizaki et. al 2006 Japanese Information provision

Aizaki 2005 Japanese Cultivation method

Andre部 andYabe 2003 Japanese Production method

Hosono 2003 Japanese Labeling and nutrition

K創neyamaand Goda 2009 Japanese Cu1tivation method

Kurihara et. al 2010 Japanese Japan， USA， China， Ireland Kurihara et al 2008 Japanese Japan and US

Niiyama 2002 Japanese Japan and EU

Experimental auction Maruyama et. a1 2004 Japanese Network type auction

Covariance structure Sato et. al 2005 Japanese Knowledge on food safety

Case study Uozaki 2003 Japanese Consumers' co-op

Securi立systemoverview Nagamatsu and Matsuki 2003 English Agi-food chains

Source: Created by authors

Table 6 shows the classification based on the組 alyticalmethod for the prior research

in Japan. Seven studies use conjoint analysis ωmeasure the impact of information on

characteristics of agricultural products on p町 chasingbehavior of cons班 ners.百rreestudies

-90-

R. Dhiηra， N. Takashino， K. Fu戸北i

ana1yze food safety企om仕leviewpoint of intemationa1 comparison. Kurihara et al. (2008) and

Kurihara et al. (2010) comp訂esafety consciousness with cons田nersin由elisted coun甘iesin

the tab1e. Niiyama (2002) comp紅白血etraceability sys旬msin food chain for the case of the

EU and Japan.

Table 7. Literature in J apan， sorted by risk Riskkeyword Author Year Langtmge

Traceability Kameyama and Aida 2009 Japanese Morikawa 2007 Japanese Tag創凶 2004 Japanese Niiyama 2002 Japanese

Radioactive materials Hangm 2013 Japanese Koyama 2013 Japanese Ooki 2013 Japanese Ujiie 2013 Japanese

Chemical-free Aizaki 2005 Japanese Matsuoka et. al 2013 Japanese Tsuruoka 2012 Japanese

BSE Aizaki et. al 2006 Japanese Sato et. al 2005 Japanese

Genetical1y modified content Andre部 andYabe 2003 Japanese Recycled food waste feed Saito et. al 2009 Japanese Food poisoning Chae et. al 2003 Japanese Salmonel1a contamination M訂uyamaet.al 2004 Japanese Source: Created by authors

Tab1e 7 shows吐leclassification based on the food risk keyword. Reflecting the

increasing concem for仕aceability，four studies discussed仕aceabi1ityof food. After社leJapan

earthquake and tsunami of 2011， cons田町 四 havegreat concems reg紅dingradioactive

materia1s and food safety.百lereforeラ fourstudies focused on these issues. As aw紅 enessof

environmenta1 preservation increases，社 isan essentia1旬skfor agricu1tura1 deve10pment in

J apan to clari命theadded va1ue of chemica1-企eecultivation. Hence， three studies 1isted in the

tab1e discuss the possibi1ity of chemica1-企'eecu1tivation. Other keywords include BSE，

genetically modified content， recycled food waste feed， food poisoning， and salmonella

contammatlOn.

5. Conclusion To exp10re the possibi1ity of new techno1ogy app1ications in both deve10ped and

emerging coun位ies，we examine the current si旬ationand prior s旬diesin India and Japan.

Regarding food commodi勿~ past studies in both coun甘iesfocused on commonly

consumed food such as vegetab1es，企uits，meat， and grains. In addition， researchers in both

countries訂 econduc也19research由atreflects scanda1s re1ated to food safety. Some of them

訂'egloba1 concems， such as studies on GM foods， and othersぽ'ecoun町~specific， such as

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Food Safety and Consumer Behavior in India and Japan: Comparative Literature Review

radi'Oactive materials in Japan.

Lo'Oking at the meth'Od'Ol'Ogy used， c'Onj'Oint analysis is 'One 'Of the maj'Or

meth'Od'Ol'Ogies in b'Oth c'Oun仕ies，and 'Other statistical analyses紅'eals'O usedωexamine

c'Ons四国ば behavi'Or.H'Oweve巳experimentalaucti'On meth'Od is n'Ot c'Omm'On in the papers.

Only 'One excepti'On is Maruyama et al.ο004)， which uses netw'Ork勿peaucti'On.

Experimental aucti'On is a use:ful meth'Od f'Or measuring willingness-t'O-pay f'Or c'Omm'Odity

n'On-market g'O'Ods. Research using this experimental aucti'On meth'Od is expected t'O 'Obtain

new kn'Owledge. H'Owever， since we need t'O prepare products that can actually be purchased

f'Or aucti'On， product availability might be a problem.

The aim 'Of this study is t'O s'Ort 'Out an issue f'Or fu加restudies 'On f'O'Od safety and the

applicati'On 'Of new techn'Ol'Ogy. From this viewp'Oint， if we f'Ocus 'On new techn'Ol'Ogy-related

literature， there are 'Only a few studies that f'Ocus 'On genetically m'Odified f'O'Ods. In 'Other w'Ords，

n'O research has been d'One 'On new techn'Ol'Ogies currently in progress. One印刷nlS由e

c'Ollab'Orati'On between scientific researchers and s'Ocial science researchers was limited.

Theref'Ore，社 w'Ouldbe meaningful t'O g'O bey'Ond血isdi:fficulty by c'Ollab'Orating with

researchers企omnatural and s'Ocial sciences and veriちringc'Ons田nerattitudes t'Owards f'O'Od

using new f'O'Od techn'Ol'Ogies devel'Oped by scientific instituti'Ons 'Or universities.

Endnotes

1 Jonk町 etal.ο005) discussed food safety and q田 li勿stan白rdsin Japan :from the perspective of suppliers of

deve10ping countries.

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