Abstract
The purpose of this paper is to understand consumer preference for food produced near the Fukushima nuclear plant in order to debunk radiation rumors. To achieve this goal, the paper mainly investigated the effects of environmental consciousness on the purchase behavior for food produced near the nuclear plant. According to our analysis, using consumer survey data, consumers that have high environmental consciousness tend to show preference for food produced near the nuclear plant. Our study also reveals that consumers who have trust in the current Japanese food radiation standards, aged, and male have positive effects on preference for food produced near the nuclear plant. On the other hand, income, education, number of children, and distance from the plant have negative effects on the preference.
