Consideration of the Green Product Branding with Harmonization of the Regional Sustainability: Case of gGreenh Food in Japan
Takafumi Ikuta, Fujitsu Research Institute, Japan
This paper considers sound business strategy and necessary policy support, regarding the green products branding that harmonizes with the regional sustainability improvement, by means of the case study of eco-friendly and safe agricultural products ("green" food) in Japan.

The green products branding strategy is generally regarded as a useful tool to increase sales of such value-added products, if designed appropriately. And we found that Japanese companies establishing own brand for their green products were also highly evaluated their corporate environmental friendliness, comparing to non-branding companies.

The case study focuses on agricultural products, aiming to evaluate the influence of the green products branding strategy, especially for the retail companies, on the regional sustainability in Japan. Currently the demand of the "green" food is increasing in Japan, and many major retail companies want to increase the supply of the "green" food and introduce branding strategies to distinguish from the other normal food.

This study clarifies that business strategy to provide the "green" food would be effective to respond customer's demand and to help its sustainable business strategy, although there would be barrier to improve regional sustainability, because not only of insufficient domestic supply system that could be substituted by import, but also of scattered enclosure of green farmlands. This study also points out the importance of partnerships between business and the government, as well as partnerships within regional business sectors (including NPO), in order to enlarge the green farmlands, to establish the "green" food supply system, and finally to improve regional sustainability.

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