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.