Risk and Uncertainty: A Side-Effect of a Natech Event on Residents in Japan

Abstract

On 11 March 2011, the Great East Japan Earthquake and Tsunami (GEJET) triggered the Fukushima Dai-ichi Nuclear Power Plant (FDNPP) accident. This event caused immense damage releasing large amounts of radioisotopes to the environment. As consequence, safety concerns have arisen for food safety and marine products. Our research contributes to investigate Japanese residents' attitude toward consuming NON-Fukushima seafood (NFS) and Fukushima prefecture seafood (FS) in the mid-long term after the accident. A questionnaire was developed and data have been collected during the Festival of the Goden Community Association (Machizukuri) in Higashinada Ward, Kobe. Results show that the Natech accident is still influencing consumers' risk and uncertainty perceptions. In addition, a key role toward increasing the attitude is played by the grade of knowledge of Japanese consumers regarding local seafood contamination. Managerial implications have been discussed in order to refine marketing strategies able to promote Japanese seafood consumption. Suggestions for additional future research and limitations are also provided in the last section of the article.