2017 Volume 57 Issue 1 Pages 42-50
After the nuclear disaster at the Fukushima I nuclear power plant caused by the 2011 earthquake off the Pacific Coast of Tohoku, harmful rumors have reduced sales of fishery products made in Fukushima Prefecture. In order to examine the structure of consumers’ attitudes towards fishery products made in Fukushima Prefecture after the earthquake, which would affect their buying intentions, a survey was conducted in six areas of Japan. Seven components of consumers’ attitudes were scored at seven levels, and structural equation modeling analysis was performed to investigate the interactions among the components. Among the seven components, ‘anxiety over radiation and nuclear power’ had negative effects on consumers’ buying intentions, while ‘support for earthquake-hit areas’ had positive effects. It was suggested that cultivating awareness of the need to support the areas affected by the 2011 Tohoku earthquake increased the likelihood of consumers purchasing fishery products made in Fukushima Prefecture although consumers also had anxiety about radiation and nuclear power.