Japanese Consumers' Altruistic Attitude and Food Choice: Two Years After Fukushima Accident

摘要

Since the TEPCO first Fukushima nuclear power plant explosion, Japanese food contamination with radioactive substances has widely been spread. This research is an attempt to understand how Japanese perceive the risk of radioactive substances in food and their attitude and knowledge on radioactive substance control measures as well as their intention to support the disaster-affected areas. We've implemented three times web-based surveys in October 2011, March 2012, and January 2013. Results showed mixed feelings, both willing to support the radiation-affected area and willing to avoid the risk of radioactive substances. Among the respondents who were satisfied with the radiation risk management, willingness to pay for foods from affected areas and knowledge level were higher, and their risk perception level was lower. The donating behavior to support the disaster-affected areas also was related to willingness to pay.