Abstract
Pesticide residues on green tea is a biological hazard that threatens the safety of agricultural products in modern society, and difference in subjective perception of this risk can cause social confusion and conflict such as a sharp decline in green tea consumption. The purpose of this study is to derive a risk communication strategy
 that can minimize the resulting social confusion and conflict more effectively. Since the right to determine the final acceptance of the risk of purchasing green tea lies with consumers, the strategy that we need must be a ‘consumer-centered risk communication’ strategy that takes consumers’ subjective perception of risk and the individual characteristics that affect it into consideration. Accordingly, we have reviewed various theories related to this subject and presented a research model that applied major variables concerned.
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