本研究では、福島原発事故から1 年となった現時点において、千葉市若葉区内町会長達を対象に、被害賠償対象地域のうち福島県、茨城県、千葉県産農産物、さらに、茶のみ賠償対象地域に指定された神奈川県と静岡県産農産物に対する購買意思を調査し、その要因及び被害対応策を分析した。その結果、原発事故発生地の中心から離れた地域産の農産物ほど購買意思が高くなる傾向が示された。また、千葉県産農産物に対する購買意思は非常に高く、賠償対象地域外の神奈川県と静岡県産よりも高かった。被害賠償対象地域産農産物の購買理由として、「売り場にある物は安全だと思うから」「産地を支援したいから」「売り場で検査してくれるから」の評価が高く、「安いから」は非常に低かった。千葉県産農産物への購買意思が非常に高かった理由として、回答者の地元である千葉県産に対する安心感や愛着が考えられた。福島県、茨城県、千葉県産農産物を買わない理由として、「放射能汚染の心配」が7 割を超え最も割合が高かった。賠償対象地域外の神奈川県と静岡県産農産物においても「放射能汚染の心配」という理由で買わない割合が5 割を超え、茶以外の農産物においても被害の影響のあることが示唆された。被害の対応策として、放射線量の測定と検査が高く評価された。売り場や国、流通業者・販売業者による検査が、農業生産者による検査より高く評価され、購買の最終段階まで安全が確認できる対応策を望んでいることが示唆された。安全性をアピールしたキャンペーンによる販売や農業生産者の顔が見える農産物の販売、安売りの評価は非常に低かった。

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In Japan, it was found that 20-30% of people avoid purchasing agricultural products produced in Fukushima Prefecture in the wake of the Fukushima Daiichi nuclear disaster of March 2011. Conversely, many people state that they usually do not pay attention to where a product comes from while they are shopping. The reason this many people are still fearful of contaminated agricultural products from Fukushima Prefecture is that they are not familiar with the system for food inspection and its results. People are generally not knowledgeable about the process of monitoring agricultural products for radioactive substances, which involves testing all volume and all bags of rice in Fukushima Prefecture. It is the goal of public relations to make sure information about the inspection system and its results are properly publicized in order to reduce anxiety among the public over the safety of these agricultural products.

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本稿では，2020年2月末のトイレットペーパーの買い求め行動を事例として，非日常時における人々の日用品の購買意識・行動調査結果を報告する．複数の特性の異なる地域を対象として，地域特に平常時の購買行動との比較，特性の異なる複数地域の比較を行い，人々の購買意識・行動に見られた共通点や違いについて分析を行う．そして，今後の類似事例の発生防止，またそのための対策立案に資する知見を得る事を目的とする．結果から，多くの人々がごく短期間に時間的・空間的に集中をして買い物を行った事が明らかになった．一方で，非日常時の購買行動であっても，平常時の購買行動実態との共通点やその延長上にあると考えられる点も多く見られた．

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本研究では，風評被害の払拭には福島原子力発電所近辺を産地とする食品に対する消費者意識を把握することが重要であるという立場から，主に消費者の環境意識が，発電所近辺を産地とする食品購入に与える影響について検証した。アンケート調査によって得られたデータの分析から，環境意識の高い消費者ほど原発近辺を産地とする食品に対する購入意欲があることが示された。また環境意識以外の分析から，食品中の放射性物質の規格基準への信頼，高年齢，男性といった要素は購入意欲に正の影響があることがわかった。一方，高所得，高学歴，子供が多い，居住地が原発から離れているといった要素は購入意欲に負の影響を与えることが明らかとなった。

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This paper attempted to examine how mothers who lived in Fukushima before the earthquake and continued to live in the area afterwards make food choices. A second goal was to explore the design and contents of consumer education. The interviews took place during September 2013 to 2014 and were analyzed using the KJ method. The results indicated that the mothers previously cooked with local foods and products, but became cautious after the nuclear accident. The government claims that locally sourced foods are safe, however the interviewees expressed doubt about food safety. Not knowing what to believe, the mothers have tended to establish their own criteria based on their day-to-day experiences.

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Flower shops in the consumer center of Tokyo were studied to determine whether inedible agricultural products from Fukushima Prefecture are avoided in retail markets. Surveys identified consumers who prefer to avoid flowers from Fukushima, retail stores that avoid Fukushima products in anticipation of such consumers, and radioactivity tests and traceability systems used for foods as effective countermeasures for such avoidance. Though few retail stores currently display flowers' location of origin, the industry is moving to increase labeling. Meanwhile, producers that evacuated are returning to Fukushima. Findings from this study are informative not only for producers but also for policy makers.

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On March 11, 2011, the Great Eastern Japan Earthquake wreaked havoc across northeastern Japan. The disaster caused a serious nuclear accident at the Fukushima I Nuclear Power Plant, which led to radiation leakage across northern and eastern Japan. Concerns over the radioactive contamination of food have grown among consumers after the accident. The Japanese government has issued certain legal guidelines for withdrawing food from markets. However, the demand for agricultural products from Fukushima prefecture and neighboring areas decreased because of contamination concerns. In this paper, the research estimated consumer WTA of spinach and milk from Fukushima and Ibaraki prefectures using the data collected by internet surveys conducted from March 2011 to February 2012 with married women living in Tokyo and Osaka metropolitan areas. In the estimate this research divided the WTA into two parts: 1) health risk evaluation, the evaluation of products based on health risk from radioactive contamination, and 2) origin evaluation, based on the origin of products without contamination. The main results are as follows: (1) Consumer evaluations were different between Tokyo and Osaka metropolitan areas. The health risk evaluation was similar in both areas; however, the origin evaluation was different between the areas. (2) The health risk evaluation increased dramatically in August 2011. This increase might be caused by cesium contamination of beef via contaminated feeds, which was discovered in July 2011. The results imply that consumers behave toward food contamination in both rational and emotional ways. To recover from the depressed demand in the affected areas, the Japanese government will need to acknowledge and address both the rational and emotional responses of consumers.

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