Japanese consumers' valuation of domestic beef after the Fukushima Daiichi Nuclear Power Plant accident.

After the radioactive contamination of agricultural and livestock products caused by the Fukushima Daiichi Nuclear Power Plant accident of March 11, 2011, consumer aversion against purchasing food products from the affected areas has become a major social problem in Japan. We examine how test results for radioactive materials in beef affect consumer valuation of beef produced in no-risk and affected areas using a choice experiment survey of consumers in the Tokyo metropolitan area (N = 392). Respondents were divided into two groups: one faced choice experiment tasks under the current test condition (the test status was only "under the limit"), and the other faced choice experiment tasks under the tightened test condition (with three levels: "below the limit," "below one-tenth of the limit," and "undetected"). We found that consumer valuation of "below the limit" beef in the affected area did not differ from that of "below one-tenth of the limit" beef in the affected area. Introducing the tightened status improved consumer valuations of all types of beef in the no-risk area regardless of the test status. However, consumer valuation of "undetected" beef in the affected area was lower than that in the no-risk area. The same measures need to be implemented with great care in both no-risk and affected areas. Otherwise, the effects of measures taken in the affected areas may be diluted.

Comparing consumer preferences for sustainable dairy activities among countries.

This study measures consumer preferences for 11 sustainable dairy activities and examines the differences in preferences among five countries: the UK, the Netherlands, France, Italy, and Japan. A case 1 best-worst scaling is used to evaluate greenhouse gas emissions, fertilizer application, soil management, water management, biodiversity, working environment, animal care, wastes, market development, rural communities, and product safety and quality. Consumers across countries have diverse preferences for sustainable dairy farming activities, which may be related to the COVID-19 pandemic and social attention toward the environment and agriculture. Preferential differences for some activities were also revealed by gender and age. When discussing the priorities of some activities, conflicts between gender and generations could arise. Information on consumer preference can help various stakeholders discuss how to improve the sustainability of the dairy sector.

Consumers' attitudes toward consumption of cloned beef. The impact of exposure to technological information about animal cloning.

Novel food technologies, such as cloning, have been introduced into the meat production sector; however, their use is not widely supported by many consumers. This study was designed to assess whether Japanese consumers' attitudes toward consumption of cloned beef (specifically, beef derived from bovine embryo and somatic cell-cloned cattle) would change after they were provided with technological information on animal cloning through a web-based survey. The results revealed that most respondents did not discriminate between their attitudes toward the consumption of the two types of cloned beef, and that most respondents did not change their attitudes toward cloned beef after receiving the technological information. The respondents' individual characteristics, including their knowledge about the food safety of cloned beef and their basic knowledge about animal cloning, influenced the likelihood of a change in their attitudes after they received the information. In conclusion, some consumers might become less uncomfortable about the consumption of cloned beef by the straightforward provision of technological information about animal cloning; however, most consumers are likely to maintain their attitudes.

Japanese consumer preferences for milk certified with the good agricultural practice(GAP) label.

This study examined Japanese consumers' valuation of a good agricultural practice (GAP) label on packaged milk and investigated the effect of detailed GAP information on valuation. A total of 624 Japanese consumers were asked to select their most preferred milk through an online survey. The milk was assumed to have three attributes: the GAP label, Hazard Analysis and Critical Control Points certification, and price. The results showed that consumers' valuation of GAP was significantly positive. Although providing additional GAP information to a respondent who was aware of GAP and what it means had a positive effect on the consumers' valuation of GAP, provision of this information had no effect if the respondent knew about GAP either moderately or slightly, and had a negative effect if the respondent did not know about GAP at all. To increase broad consumer awareness and valuation of GAP, it is important to provide GAP information according to the requirements of consumers.

Impressions and purchasing intentions of Japanese consumers regarding pork produced by 'Ecofeed,' a trademark of food-waste or food co-product animal feed certified by the Japanese government.

Impressions and purchasing intentions of Japanese consumers regarding pork produced by 'Ecofeed', a trademark of food-waste or co-product animal feeds certified by the Japanese government, were investigated by a questionnaire on the Internet. 'Ecofeed' did not elicit specific impressions as compared to domestic, imported, Kurobuta (in Japan), and specific pathogen-free (SPF) pork. Purchasing intent for 'Ecofeed' pork was the second lowest of the five pork products. Knowledge and purchasing experience regarding 'Ecofeed' pork was the lowest of the five pork products. Respondents were classified into four categories according to their impressions of 'Ecofeed' pork. The largest category of respondents did not have any specific impression of 'Ecofeed' pork and had little knowledge of pork farming. A category that had a positive impression for 'Ecofeed' pork had high knowledge of the pork farming system. In order to establish 'Ecofeed' pork in Japan, our results suggest that information disclosure and education about 'Ecofeed', its certification system, environmental benefits and the current self-efficiency ratio of animal feed, are needed.