Declining Orange Consumption in Japan: Generational Changes or Something Else?
by Hiroshi Mori, Dennis Clason, Kimiko Ishibashi, William D Gorman, and
John Dyck
Economic Research Report No. (ERR-71) 29 pp, February 2009
Cover image for ERS report "Declining Orange Consumption in Japan: Generational Changes or Something Else?" (ERR-71)
Japan is a leading market for U.S. oranges. Since 1995, orange consumption in Japan has declined. This report summarizes an analysis of household survey data to assess various factors that may be related to the decline. Consumption of oranges in Japan differs markedly across generations, with younger generations (cohorts) eating fewer oranges than older generations. However, within generations, as individuals in Japan grow older, they eat more oranges. On balance, the effects on consumption associated with aging and birth cohort membership are mostly offsetting. Orange prices affect consumption levels, but household income does not. Even after the analysis accounts for price and demographic variables, a strong downward trend is evident in orange consumption in Japan. Results suggest that orange consumption could decline even more in the future.
Keywords: Japan, oranges, consumption, age/period/cohort analysis
In this publication...
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Report summary, Pdf file 156 kb | HTML
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Abstract, Contents, and Summary, Pdf file 133 kb
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Introduction, Pdf file 158 kb
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Household Purchases of Oranges by Age of Household Head, Pdf file 45 kb
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Deriving Individual Consumption From Household Data, Pdf file 61 kb
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Decomposing Individual Consumption by Age From 1987 to 2006 Into Age, Cohort, and Period Effects, Pdf file 57 kb
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Discussion of Age, Period, and Cohort Effects, Pdf file 118 kb
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Economic Analysis of Period Effects on Orange Consumption—Are Oranges Normal Goods in Japan?, Pdf file 127 kb
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Conclusions, Pdf file 39 kb
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References, Pdf file 45 kb
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Entire report, Pdf file 462 kb
Charts and graphs (in .png format) from this report are available in the .zip file listed below. The .zip file also contains a document (readme.txt) that lists the name and title of each chart or graph file.
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