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Consumer’s consciousness to seafood produced in affected area of the 2011 earthquake and its chronological change Public Deposited

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  • The magnitude 9.2 earthquake and tsunami hit Northeast Japan, triggering the Fukushima Daiichi Nuclear Power Plant accident in 2011. Subsequently, price reductions of coho salmon (Onchorhynchus kisutch) aquacultured in Miyagi (Miyagi salmon) were observed in Japanese consumer markets in 2012. From interviews of producers, we found one of the potential factors contributing to these price changes include weaker consumer confidence in food safety after the nuclear power plant accident. This study focuses on the factor through consumer surveys on post-disaster perceptions toward Miyagi salmon. We conducted online surveys in 2012 and in 2015 of consumers in Tokyo and Osaka prefectures. By using Structural Equation Modeling (SEM) on the 2012 survey results, we found that concerns about the radioactivity of Miyagi salmon had a negative influence on purchase intent. The desire to make a contribution to reconstruction had the largest positive influence on purchase intent in both areas. The result of SEM on the 2015 survey results showed that concern about the radioactivity still had a negative influence and desire to make a contribution to reconstruction still had a positive influence on purchase intent, but the degree of each was reduced in Osaka compared to 2012 survey results. While in 2012 consumers showed their distinctive willingness to purchase the fishery products for the purpose of contribution to reconstruction in both areas, our results indicate that, as the time passes, marketing and promotion efforts should emphasize not only the positive contribution to reconstruction but also the overall quality of the product.
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  • Seattle, Washington, USA
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