Abstract
This study examines the information effect on easing consumer’s fears for BSE, assuming that the fears come from their distrust of risk management. The distrust can be defined in following two ways. One is the distrust of the ability to reduce BSE risk, and the other is the distrust of management’s thoroughness. To mitigate these distrusts, I conducted a questionnaire survey and empirically offered some information. For example, for the former distrust, I offered the information on BSE risk level and risk reduction effect of SRM removal, i.e. risk assessment information. For the latter distrust, I offered the information on the current system of securing the thoroughness of SRM removal. The main results from this model analysis are following two points. i) The risk assessment information had an effect on easing fear to approximately 60% of respondents. ii) On the other hand, there were only 23.9% respondents whose fear was eased by the current system of securing the thoroughness of SRM removal. Therefore, further expansion of the system may be necessary to calm consumers’ fear significantly.
