Attitudes Towards Food Safety and the Environment: A Comparison of Conswners in Japan and the U.S.1

Abstract

Abstract Numerous studies have demonstrated dwindling consumer confidence in the safety of the food supply and growing interest in purchasing "safe" foods. However, this research has painted no consistent picture of those concerned about food safety, nor has it investigated the relationship between environmental and food safety attitudes. A mail survey of Japanese and the United States consumers is used to evalulate whether selected environmental attitudes can explain food safety concerns and behavior.Findings indicate high concern about food safety in both countries, but income, age, education, and attitudes about the impacts of fossil fuel use explain little of the variance. Instead, that concern appears to be prompted largely by an interest in obtaining a healthy diet. It is also noted that Japanese consumers are more concerned about both food safety and the impacts of fossil fuel use, perhaps because of Japan's lack of natural resources and high food import levels.