Table of Contents
Foods, Volume 8, Issue 1 (January 2019)
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Cover Story (view full-size image) The 2011 Great East Japan earthquake was a large-scale disaster which involved both natural and [...] Read more. The 2011 Great East Japan earthquake was a large-scale disaster which involved both natural and nuclear hazards. The post-disaster consumer’s perception of food values and its effects on purchase intent were examined by focusing on salmon product. Multiple-group structural equation modeling on the 2012 online survey results showed that desire to contribute to restoration (social value) had the largest positive influence on purchase intent in both neighboring and distant region of the affected area. Concern about radiation threats (safety value) had a negative influence. The 2015 results revealed a reduction in the influence of these two potent factors only in distant region, where the beneficial value had the largest influence. The sales promotion with emphasis on social value is more effective than with other two values. View this paper