Consumer Reaction, Food Production and the Fukushima Disaster

Assessing Reputation Damage Due to Potential Radiation Contamination

Business & Finance, Industries & Professions, Industries, Economics
Cover of the book Consumer Reaction, Food Production and the Fukushima Disaster by Kentaka Aruga, Springer International Publishing
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Author: Kentaka Aruga ISBN: 9783319598499
Publisher: Springer International Publishing Publication: June 9, 2017
Imprint: Springer Language: English
Author: Kentaka Aruga
ISBN: 9783319598499
Publisher: Springer International Publishing
Publication: June 9, 2017
Imprint: Springer
Language: English

This book examines the factors involved in consumer responses to food produced in regions near the Fukushima Daiichi Nuclear Plant following the March 2011 Eastern Japanese earthquake, and assesses how responses to reports on food safety and risk of radiation contamination shaped consumer perceptions of and subsequent behavior toward products from the Fukushima prefecture. On the basis of a survey conducted in 2014 among 8,000 consumers from all parts of Japan and focusing on ten food products (rice, cucumbers, apples, shiitake mushrooms, beef, pork, eggs, tuna fish, wakame seaweed, and mineral water) it investigates consumer choices specifically based on rumor (“fuyou”) and not fact as well as how “fuyou” damage shaped such choices. It then goes on to analyze the differences between these customer choices. 

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This book examines the factors involved in consumer responses to food produced in regions near the Fukushima Daiichi Nuclear Plant following the March 2011 Eastern Japanese earthquake, and assesses how responses to reports on food safety and risk of radiation contamination shaped consumer perceptions of and subsequent behavior toward products from the Fukushima prefecture. On the basis of a survey conducted in 2014 among 8,000 consumers from all parts of Japan and focusing on ten food products (rice, cucumbers, apples, shiitake mushrooms, beef, pork, eggs, tuna fish, wakame seaweed, and mineral water) it investigates consumer choices specifically based on rumor (“fuyou”) and not fact as well as how “fuyou” damage shaped such choices. It then goes on to analyze the differences between these customer choices. 

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