The Effect of Country-of-Origin on Purchase Intentions : The State of Japanese Food in Korea and Japan

Abstract

This study sought to compare Korean and Japanese consumers' concerns regarding food from radioactively contaminated areas following the March 11, 2011, Fukushima Daiichi nuclear accident in Korea and Japan's food markets. This study investigated Korean and Japanese consumers' attitudes toward Japanese foods by analyzing their purchasing intentions as influenced by their perceived risk of Japan's food image after the nuclear accident using structural equation modeling. The results indicate that Korean consumers are inclined to worry about radioactively contaminated areas, which subsequently influences their purchasing intentions, particularly on food products. Additionally, Japanese consumers often depict a negative image whenever they have significant concerns about food origin. We suggest that the ways to alleviate concerns about radioactively contaminated local foods among consumers in both countries are to recognize the importance of communication strategies to deliver accurate and reliable information on contamination of food origins. Therefore, Korean and Japanese consumers should be provided with appropriate and the right information on food products from radioactive regions in Japan.