オオタ　ルイ   OTA RUI   太田　塁    所属   明治大学  商学部    職種   専任教授
言語種別	英語
発行・発表の年月	2021
形態種別	国際会議議事録
査読	査読あり
標題	Consumers’ Perception on Product Quality: An Empirical Study on the Fukushima Nuclear Power Plant Disaster
執筆形態	単著
掲載誌名	Cities for People from Theory to Practice
掲載区分	国外
巻・号・頁	pp.270-275
著者・共著者	Rui Ota
概要	Although it would be easy to understand that product quality is an important factor in our purchasing decision, it might be difficult to capture it. For example, many consumers have not purchased rice produced in Fukushima after the Fukushima nuclear power plant disaster occurred even though Japanese Government has provided supportive information on its quality. This shows that product quality that consumers perceived may play an important role in their purchasing decision. In order to quantify the consumers’ perception of product quality, this paper utilizes a logit model to estimate the mean utility from products. The paper demonstrates that the mean utility from rice produced in Tohoku area dropped by 31.8% for consumers who purchased the rice in the Greater Tokyo area after the disaster. The drop in mean utility implies the drop in product quality that consumers have perceived, and this could explain the decline in consumption of rice produced in Fukushima.