Abstract
Ten years have passed since the accident at TEPCO's Fukushima Daiichi Nuclear Power Plant, and radioactive materials in agricultural and marine products are now almost below the detection limit when tested. Resistance and anxiety towards food products from Fukushima Prefecture have been decreasing. However, even though the number of requests, demands and complaints from consumers to avoid Fukushima Prefecture products has been decreasing since immediately after the accident, many distributors still believe that consumers are worried. As a result, the issue of reputational damage remains an issue, with rice, beef and other products never recovering their market positions.
