An Analysis of Reputational Damage of Radioactive Contamination on Seafood and its Promotion against it

2016 Fiscal Year Final Research Report

• Project/Area Number: 26850145
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Agricultural science in management and economy
• Research Institution: Fisheries Research and Education Agency
• Principal Investigator: Wakamatsu Hiroki 国立研究開発法人水産研究・教育機構, 中央水産研究所, 任期付研究員 (90722778)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 風評被害対策 / 需要分析 / 市場統合 / 経済実験 / コンジョイント分析 / 放射能 / エコラベル

Outline of Final Research Achievements

This study investigated the most effective promotion against reputational damage caused by the Fukushima Disaster and its effect. We targeted Sanriku Wakame because the industries reported the reputational damage from the Disaster, while Sanriku Wakame has not tested positive since the disaster. We scientifically verify the existence of the reputaional damage, and investigated the most effective promotion using multiple web surveys, economic experiments, scanner data (POS).
The result showed that we recognized the reputational damage to some extent, however, cannot ascertain that caused economic damage. we found multiple kinds of promotions effective, but we also found the word "radioactivity" caused adverse effects. Rather, the result showed that indirect promotions, such as "recovery from the Disaster" or sustainable ecolabels, were found to be more effective than counter-promotion against the radioactive contamination.

Free Research Field

資源経済学