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Abstract: Technical problems, such as cultivation and fresh preservation, have limited fresh shiitake (Lentinula edodes) consumption to an extent that this species did not become popular in the principal consuming countries until the 1940’s. During the last several years, however, the production of shiitake for fresh market has increased dramatically, transforming what was typically a seller's market to a buyer's market. This sudden change in the balance of supply and demand has created new marketing problems for shiitake producers. In an effort to increase consumption to the benefit of the producers, we have applied Consumer Buying Behavior Theory in a quantitative analysis of fresh shiitake consumption data according to the “Annual Report on the Family Income and Expenditure” (Statistics Bureau Management and Coordination Agency Government of Japan). The results of this study, including the factors influencing consumer-buying behavior, are presented.
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