IIFET  2014
（読み： IIFET  twenty  fourteen ）
（読み： IIFET  two  thousand  and  fourteen ）
アメリカ英語 　簡易版
July  9 th ,  2014   or
July  9,  2014
( 読み ： July  ninth,  twenty  fourteen )
イギリス英語
9 th  July,  2014   or
9  July,  2014
( 読み： ninth  of  July,  twenty   fourteen)
イギリス英語は、大学も伝統が
あり論理に忠実なので
曜日、日、月、年となる。
東部標準時　 EDT  (Eastern  daylight  ?me)
Papers  #4  Room1,  IIFET  2014
Wednesday,  July  9,  2014  at  14:00-­‐15:30
Queensland  University  of  Technology  (QUT),  Brisbane,  Australia
ID:  205
Taro  Oishi * ,  Ienori  Tatefuku,  and  Masashi  Mochizuki
* Faculty  of  Socio-­‐Environmental  Studies,  Fukuoka  Ins?tute  of  Technology  (Japan)
アメリカ英語
Wednesday,  July  9 th  2014   or
Wednesday,  July  9  2014
( 読み： Wednesday,   Ju ly  the  ninth,  twenty  fourteen)
米国英語は、日本に近いので
曜日、月日、年となる。
イギリス英語
Wednesday,  9 th  July  2014   or
Wednesday,  9  July  2014
( 読み： Wednesday,  the  ninth  of  July,  twenty  fourteen)

株？
(1)   What is “Fast Fish”?
(2)   Why have we introduced “Fast Fish”?
(1)   Research question
(2)   Methods
(3)   The survey
(1)   Mathematical summary
(2)   Factor analysis
(3)   Simultaneous equation modeling (SEM)
2

1 Background
株？
▦ Organizer:   The   Fishery  Agency
▦ Start:   August,  2012
▦ Ac?vity:   Seafood  cerDfied  as   convenient  or  easy  to  cook  is   authorized  to  use  an  official   logo   for  promoDon.
▦ Logo
This  logo  mark  is  used  here  under  the  permission  of  Fishery  Agency.
“Fast  Fish”
3
A  whole  fish

Background 1
株？
Display  space  in  one  of  the  most  famous  Japanese  supermarkets
“Fast  Fish”  corner
商品の説明。
ファストフィッシュのロゴマークは
店頭や商品に貼付できる。
Sardine  sliced  open,  seasoned   with  sweet  sake
Boiled  sardine  with  edible  bones Dried  and  boneless  saury
The  pictures  were  taken  by  the  author  in  Fukuoka  Prefecture  on  May  17,  2014.
4

1 Background
株？
What  are  the  benefits  of  “Fast  Fish”  ?
Government
Food  self-­‐sufficiency
Producers
(Fishermen  &  processors)
Profitable
Consumers
Healthy
5
▦ Decreasing   myocardial  infarc?on  risk
Ø   “Myocardial  infarc?on  risk  of  people  who  eat  fish  8  ?mes  a   week  is  60  %  less  than  that  of  1  ?me  a  week.”
▦ Decreasing   diabetes  disease  risk
Ø   “Diabetes  disease  risk  of  people  who  eat  small  to  medium  fish  is   lower  than  that  of  the  other  people.”
▦ An?-­‐fat   effect
Ø   Consuming  fish  oil  and  brown  seaweed  can  lower  the  neutral  fat   in  blood  and  contributes  to  bring  about  an?-­‐fat  effects.

1 Background
株？
(Kg/year)
25
20
15
Fig  1.  Seafood  consump?on  per  capita
Japan
(right)
Europe
(leg)
(Kg/year)
80
Asia
(leg)
Americas
(leg)
70
Africa
(leg)
60
10
5   50
6
Source:  “Food  balance  sheet”  MAFF  for  Japan  and  “Food  balance  sheets”  FAO  for  others

2 Question & Methods
株？
Consuming more fish without appropriate management could lead to the depletion of our fishery resources.
What is the impact of fish-eating on consumers’ awareness of marine resource conservation?
Ea?ng  more  fish   products
？
Awareness  of  fishery   management  issues
7

2 Question & Methods
株？
①  Conduc?ng  the  survey
Data  related  to  observed  variables  is  collected   through  a  ques?onnaire.
Ques tion- naire
② Factor  analysis
Latent  variables  are  derived  from  observed   variables.
③ Simultaneous  equa?on  modeling  (SEM)
The  rela?onship  between  latent  variables  is
②  Exploratory  factor  analysis
8

2 Question & Methods
株？
Method
Sample  size
Objec?ve
Survey  period
Number  of  items
Online  ques?onnaire
420  people
20-­‐69  year  olds  throughout  Japan
30 th  Nov.  2013  –  2 nd  Dec.  2013
29  ques?ons  on  a  5  point  scale
Q 1
(1)
About opinions on fish and marine conservation
Ques tion- naire Q 2
(5)
(1)
About how often fish was consumed
(8)
(1)
Q 3
About consumer views on cooking whole fish
(16) 9
Q1:   Consumer  behavior  for  marine  conserva?on
and   general  opinions  about  fish   　→ 5  ques?ons
Q2:  Frequency  of  consuming  fishery  products
→ 8  ques?ons
→ 16  ques?ons

3 Result
Q1.  Please  choose  the  opinion  that  is  closest  to  your  own
(1)  I  think  we  need  to  address    fisheries   management  more  ac?vely.
(2)  I  am  willing  to  pay  money  or  put  in  some   effort  for  fisheries  management.
(3)  I  intend  to  purchase  eco-­‐friendly  fishery   products  even  if  the  price  is  5  %  more  expensive.
(4)  The  nourishments  of  fish  (e.g.  DHA  or  EPA)   are  useful  for  our  health.
0%
(5)  I  enjoy  cooking  a  fish.
Very  much  agree
Somewhat  disagree
20%   40%   60%   80%   100%
Somewhat  agree
Very  much  disagree
Neither  agree  nor  disagree
10

3 Result
株？
Q2.  How  ogen  do  you  eat  fish?
(1)  I  eat  canned  fish.
(2)  I  eat  fish  paste.
(3)  I  eat  fish  sausage.
(4)  I  eat  Sashimi.
(5)  I  eat  Sushi.
(6)  I  cook  a  whole  fish  at  home.
(7)  I  cook  fillet  of  fish  at  home.
(8)  I  eat  prepared  food  containing  fish.
0%
More  than  once  a  week   a  few  ?mes  a  year
20%   40%   60%   80%   about  2  or  3  ?mes  a  month   about  once  a  month   few  or  none
100%
11

3 Result
株？
Q3.  What  kind  of  feeling  do  you  have  about  cooking  a  whole  fish  at  home?
0%
(1)  Cooking  a  fish  is  complicated.
(2)  I  do  not  like  disposing  garbage  ager  cooking  a  fish.
(3)  The  kitchen  knife  is  dangerous  when  cooking  fish.
(4)  The  edible  part  ager  cooking  fish  is  small.
(5)  I  am  not  good  at  cooking  a  fish.
(6)  I  have  no  ?me  to  cook  a  fish.
(7)  I  do  not  know  how  to  cook  a  fish.
(8)  I  am  bothered  by  the  smell  of  fish  in  cooking  a  fish.
(9)  I  am  afraid  to  get  my  hands  dirty  by  cooking  a  fish.
(10)  I  do  not  like  cleaning  up  ager  cooking  a  fish.
(11)  Cooking  fish  can  be  a  refreshing  ac?vity.
(12)  I  do  not  know  what  kind  of  fish  should  I  choose  in  obtaining  fish.
(13)  The  price  is  too  expensive  in  obtaining  fish.
(14)  The  size  is  too  large  in  obtaining  fish.
(15)  I  can  not  eat  it  all  if  I  cook  a  whole  fish.
(16)  I  have  small  repertorie  of  sea  food.
Very  much  agree
Somewhat  disagree
Somewhat  agree
Very  much  disagree
20%   40%   60%   80%
Neither  agree  nor  disagree
100%
12

3 Result
Ques?ons
Factor
1 2 3 4 5 6
Q1  (1) I  think  we  need  to  address  fisheries  management  more  ac?vely.
0.53
Cronbach's
α
Q1  (2)
I  am  willing  to  pay  money  or  put  in  some  effort  to  advance   fisheries  management.
Q1  (3)
I  intend  to  purchase  eco-­‐friendly  fishery  products  even  if  the  price   is  5  %  more  expensive.
Q2  (1) I  eat  canned  fish.
Q2  (2) I  eat  fish  paste.
Q2  (3) I  eat  fish  sausage.
Q2  (6) I  cook  whole  fish  at  home.
Q2  (7) I  cook  fillet  of  fish  at  home.
Q1  (5) I  enjoy  cooking  fish.
Q3  (1) Cooking  a  fish  is  complicated.
Q3  (5) I  am  not  good  at  cooking  fish.
Q3  (6) I  have  no  ?me  to  cook  fish.
Q3  (7) I  do  not  know  how  to  cook  a  fish.
Q3  (2) I  do  not  like  disposing  of  garbage  ager  cooking  fish.
Q3  (8) I  am  bothered  by  the  smell  of  fish.
Q3  (9) I  am  afraid  to  get  my  hands  dirty  while  cooking  fish.
Q3  (10) I  do  not  like  cleaning  up  ager  cooking  fish.
Q3  (12) I  do  not  know  what  kind  of  fish  to  buy.
Q3  (13) Fish  are  too  expensive.
Q3  (14) Fish  are  too  large.
Q3  (15) I  cannot  eat  a  whole  fish.
Ini?al  eigenvalues
Contribu?on  ra?o
0.70
0.71
0.66
0.64
0.67
0.64
0.56
0.57
0.72
0.91
0.75
0.86
0.68
0.87
0.89
0.81
0.67
0.53
0.87
0.67
0.69
0.70
0.61
0.88
0.89
0.78
1.84
1.87
1.69
2.97
2.98
2.40
61.4
62.3
56.4
74.2
74.4
59.9
Latent   factor
(L1)   Fishery   management   awareness
(L2)   Frequency   of  consuming 　 fishery  products
(L3)   Frequency   of  cooking  fish
(L4)   Complexity   of  cooking
(L5)
Uncomfortable   feelings  while   cooking
(L6)   Difficul?es   with  reasonable   purchase
13
Ques?ons
Q1 I  think  we  need  to  address  fisheries  management  more  ac?vely.
Q2 I  am  willing  to  pay  money  or  put  in  some  effort  for  fisheries  management.
Q3
I  intend  to  purchase  eco-­‐friendly  fishery  products  even  if  the  price  is  5  %   more  expensive.
Q4 I  eat  canned  fish.
Q5 I  eat  fish  paste  products.
Q6 I  eat  fish  sausage.
Q7 I  cook  a  whole  fish  at  home.
Q8 I  cook  fillet  of  fish  at  home.
Q9 I  enjoy  cooking  a  fish.
Q10 Cooking  a  fish  is  complicated.
Q11 I  am  not  good  at  cooking  a  fish.
Q12 I  have  no  ?me  to  cook  a  fish.
Q13 I  do  not  know  how  to  cook  a  fish.
Q14 I  do  not  like  disposing  garbage  ager  cooking  a  fish.
Q15 I  am  bothered  by  the  smell  of  fish  in  cooking  a  fish.
Q16 I  am  afraid  to  get  my  hands  dirty  by  cooking  a  fish.
Q17 I  do  not  like  cleaning  up  ager  cooking  a  fish.
Q18 I  do  not  know  what  kind  of  fish  should  I  choose  in  obtaining  fish.
Q19 The  price  is  too  expensive  in  obtaining  fish.
Q20 The  size  is  too  large  in  obtaining  fish.
Q21 I  can  not  eat  it  all  if  I  cook  a  whole  fish.
Cronbach's  α Latent  factor
0.69
0.70
0.61
0.88
0.89
0.78
Fishery   management   consciousness
Uncomfortable   feelings  with   cooking
Trouble  with   reasonable   purchase
Frequency  of   consuming   fishery  products
Frequency  of   cooking  fish
Complexity  of   cooking

3 Result
(L4)   Complexity  of   cooking -­‐.04
-­‐.48
***
(L5)   Uncomfortable   feelings  with   cooking
.12
-­‐.10
(L6)   Difficul?es  with   reasonable   purchase
-­‐.13
-­‐.17
(.01)
(L2)   Frequency  of   consuming   fishery  products
Effect  of
“Fast  Fish”
.15   **
(.27)
(L1)   Fishery   management   awareness
(.044)
.49   ***
(L3)   Frequency  of   cooking  a  fish The  larger
Impact
GFI  =  .840
AGFI  =  .793
RMSEA  =  .092
**,  ***  are  significant  at  5%  and  1  %,  respec?vely.
Es?mates  are  standardized.
14

4 Conclusion p   The  “Fast  Fish”  campaign  is  the  second  most  important  factor   ager  cooking  a  whole  fish  in  rela?on  to  consumers’  awareness   of  fishery  management.
Ø   It  will  be  important  not  only  to  increase  fish  consump?on   but  also  to  help  more  consumers  become  familiar  with   cooking  a  whole  fish  and  have  an  avachment  for  tradi?onal,   local  and/or  unique  fish  dishes  and  fishery  resources.
食べない人が食べるようになる分には良いが、料理をしている人がしなくなると資
源管理意識にマイナスの影響が及ぼされる
当事者感が出る。
産地直送感
魚との距離が身近
This  is  important  in  the  meaning  of  Reconstruc?on  of  Fish  processing  company  from
Tohoku  great  earth  quake  in  Japan  in
15
・便利な水産加工品を食べることは、水産資源管理意識にどのような
影響を与えるか？ポジティブ、ネガティブ、ニュートラル？
・魚を料理することは、水産加工品を食べることよりも魚との接触が
多い。

4 Conclusion p   The  complexity  of  cooking  whole  fish  is  an  obstruc?ve  factor   that  diminishes  the  frequency  of  cooking  fish.
Ø   The  technique  for  cuwng  up  a  whole  fish  and  cooking  it   should  be  taught  from  an  earlier  age  in  home  economics   classes.
食べない人が食べるようになる分には良いが、料理をしている人がしなくなると資
源管理意識にマイナスの影響が及ぼされる
当事者感が出る。
産地直送感
魚との距離が身近
16
This  is  important  in  the  meaning  of  Reconstruc?on  of  Fish  processing  company  from
Tohoku  great  earth  quake  in  Japan  in
・便利な水産加工品を食べることは、水産資源管理意識にどのような
影響を与えるか？ポジティブ、ネガティブ、ニュートラル？
・魚を料理することは、水産加工品を食べることよりも魚との接触が
多い。