Abstract
In this study, consumer attitudes were analyzed in regard to agricultural products produced in areas affected by the Fukushima nuclear accident. The study area included the prefectures of Fukushima, Ibaraki, Chiba, Shizuoka, and Kanagawa, which were designated as areas eligible for compensation for losses due to reduced demand for agricultural products. In Fukushima, Ibaraki, and Chiba, the compensation covered all agricultural products; in Shizuoka and Kanagawa, only tea. Results showed that consumers' willingness to purchase for local products increased with distance from the nuclear accident site. Willingness to purchase for local products was especially high in Chiba, and even exceeded the level in Shizuoka and Kanagawa. This willingness can be explained by factors including a sense of security that products offered for public sale are most likely safe, a desire to support local producers, and inspections carried out by retailers. Low price was not a major factor. Among respondents who were unwilling to purchase products produced in Fukushima, Ibaraki, and Chiba, about 70 % cited concern over radiation contamination. This figure was 50 % in Kanagawa and Shizuoka, showing that these areas also experienced reduced demand for local products, even though compensation covered only tea. The responses indicate that inspection and radiation dosage measurements are effective means of minimizing damages due to reduced demand. In particular, respondents gave higher ratings to inspections carried out by government, suppliers, and retailers than to those carried out by agricultural producers, because consumers want assurance that products remain safe right up to the time of purchase. Safety campaigns, direct personal appeals by agricultural producers, and discount received very low ratings.
