牛肉消費に及ぼす情報効果の計測-BSEに関する新聞報道から-

概要

論文の詳細を見る
Food related problems such as BSE, Bird-flu and forgery of raw material/ best before end is of increasing concernin Japan. It is quite likely that information of these kinds of food incidents in the mass media is an influenceon consumer's consumption behavior for food products. In this paper, we analyzed the effect of news paper articlesabout BSE issue on consumer's beef consumption using the information effect model, and discussed relation betweenfood consumption and the food safety information. Our findings from the analysis are as followings. ⑴ Theresult showed that news articles on BSE related issue influenced a negative effect on consumer's beef consumption.⑵ The first information on BSE issue had strongest effect on the change of beef consumption. ⑶ Long-term accumulatedknowledge of BSE issue from news articles made beef consumption decrease. ⑷ The negative effect ofBSE related news articles upon beef consumption continued its influence for long periods. Results support previousresearch such as van Ravenswaay and Hoehn (1991) and Takeshita( 1999) that first and next following informationrelated to the food incident became a critical factor for consumerʼs consumption change. In addition to thisfinding, our result made it clear that the effect of food related information continued for a long period and consumerstend to change their consumption by the information released in few terms ago.
2009-03-31