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Consumer Preference of Seafood from Fukushima and Adjacent Areas Public Deposited

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  • In order for the fisheries to recover from the Fukushima Disaster, we investigated that how much the Japanese consumers are willing to pay (WTP) for seafood caught in Fukushima and the adjacent regions. Since market data of Fukushima seafood are not available, we conducted hypothetical survey (conjoint analysis) to measure consumers’ WTP for Fukushima products as well as non-Fukushima products caught in the same region as Fukushima products. We also measure the impact when ecolabels (MSC and MEL Japan) were applied to those products. The result showed that Fukushima products were depreciated more than adjacent regions’ products, and that local brands were preferable even they were caught in Fukushima, but it was limited when “Fukushima” label did not appear on the products.
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  • Aberdeen, Scotland, UK
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Peer Reviewed
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  • 0976343290

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