Information seeking patterns of consumers in the fear of food contamination with radioactive materials

： the result of questionnaire survey of the residents in the Tokyo metropolitan area and the Kansai area

Abstract

In this study, we analyzed the patterns of consumers’ information seeking in the fear of food contamination with radioactive materials since the accident of the Fukushima Dai-ichi nuclear power plant at March 2011. Through the two step latent class regression model with the result of questionnaire survey of the residents in the Tokyo metropolitan area and the Kansai area, we found that the 60% of consumers tried to get the relevant information about the risk and how to mitigate the risk, and reconfirmed the role of Internet and such paid media as magazine, book or seminar other than TV nor newspaper.