Reputational Damage in Radiation Disasters 10 years after the Accident at TEPCO's Fukushima Daiichi Nuclear Power Plant.

Abstract

This paper does not necessarily reflect the views of the International Commission on Radiological Protection. Ten years have passed since the accident at Fukushima Daiichi nuclear power plant, and radioactive substances contained in agricultural products and marine products are now below detectable levels. Amidst this, the testing stance is changing from one that guarantees safety to one that guarantees relief, and testing is being reduced for financial reasons. Moreover, the sense of resistance and concern towards food products produced in Fukushima Prefecture is reducing. Anxiety has been reducing along with the development of the inspection system, the inspection results, and the passage of time. However, although there have been fewer requests, demands, and claims to avoid products from Fukushima Prefecture since immediately after the accident, there is a tendency for consumer trends to be forcefully ‘surmised'. As a result, the problem of reputational damage, such as the fact that the market ranking of rice and beef has not recovered, remains an issue.

Factors Associated with Refraining from Purchasing Foods Produced in Affected Areas after the Fukushima Daiichi Nuclear Power Station Accident

“…As a result of this restriction, the internal radiation exposure of many Japanese people was suppressed [ 3 ]. However, Fukushima Prefecture products suffered reputational damage, and there has been a growing domestic push to avoid purchasing products from the prefecture [ 4 ]. Afterward, the Japanese government set a standard value for food at 100 Bq/kg to ensure safety [ 2 ], but this did not ease the trend of people refraining from purchasing food from the Fukushima Prefecture due to rumors.…”