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Foods 2019, 8(1), 14; https://doi.org/10.3390/foods8010014

Which Aspects of Food Value Promote Consumer Purchase Intent after a Disaster? A Case Study of Salmon Products in Disaster-Affected Areas of the Great East Japan Earthquake

1
Graduate School of Agricultural and Life Sciences, The University of Tokyo, Bunkyo, Tokyo 113-8657, Japan
2
School of Marine Life Science, Tokyo University of Marine Science and Technology, 4-5-7, Konan, Minato-ku, Tokyo 108-8477, Japan
*
Author to whom correspondence should be addressed.
Received: 26 November 2018 / Revised: 28 December 2018 / Accepted: 28 December 2018 / Published: 4 January 2019
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Abstract

This research examined post-disaster consumer perception of food value and their effects on purchase intent by focusing on Japanese seafood industry after the Great East Japan earthquake. Online surveys on consumers living in Tokyo and Osaka Prefectures were conducted to investigate consumer value perceptions of Miyagi salmon in 2012 and 2015. Multiple-group structural equation modeling (SEM) on the 2012 survey results showed that desire to contribute to restoration (social value) had the greatest positive influence on purchase intent in both regions. Concern about radiation threats (safety value) had a negative influence on purchase intent, with a stronger impact in Osaka than Tokyo. In comparison, the 2015 results revealed a reduction in the effects of these two potent factors (i.e., safety value and social value) on purchase intent only in Osaka. The beneficial value of seafood had a general positive influence on purchase intent, but its magnitude of effect differed by regional and chronological context. Among these three values, sales promotion with emphasis on social value is more effective than with other values. In cases of future disasters in a similar context, marketers are recommended to adopt different value transfer strategies according to geographical and temporal diversity. View Full-Text
Keywords: the Great East Japan earthquake; Fukushima nuclear accident; consumer purchase intent; Miyagi; salmon; food value; marketing strategy; factor analysis; structural equation modeling the Great East Japan earthquake; Fukushima nuclear accident; consumer purchase intent; Miyagi; salmon; food value; marketing strategy; factor analysis; structural equation modeling
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Suzuki, T.; Oishi, T.; Kurokura, H.; Yagi, N. Which Aspects of Food Value Promote Consumer Purchase Intent after a Disaster? A Case Study of Salmon Products in Disaster-Affected Areas of the Great East Japan Earthquake. Foods 2019, 8, 14.

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