Consumer Perceptions toward Seafood Produced near the Fukushima Nuclear Plant

This study investigates consumer perceptions toward seafood produced from regions near the Fukushima Daiichi Nuclear Power Plant (FDNPP). It applies probit and latent class analyses on consumer survey data for tuna fish and wakame seaweed from regions near the FDNPP. We find consumers who perceive a high risk of radioactive contamination of food, have children, and a higher level of academic achievement tend to react negatively toward buying seafood from regions near the FDNPP. However, elderly individuals and those sensitive to environmental issues respond positively toward such seafood. The latent class analysis revealed a consumer group that enthusiastically supports the disaster-affected region and has a higher willingness to buy products from the region. The results provide valuable information to help alleviate the economic effects resulting from negative perceptions toward seafood from these regions.