Radiation knowledge and willingness to buy bottled water from regions near the Fukushima Daiichi Nuclear Power Plant.

The study determined whether consumers informed about radiation have a higher willingness to buy (WTB) bottled water from regions near the Fukushima Daiichi Nuclear Power Plant (Fukushima Daiichi). The study also investigated what types of radiation knowledge are effective in mitigating negative images about bottled water from these regions. We found that consumers with radiation knowledge have a higher WTB than those uninformed about radiation, and some types of radiation knowledge have a positive effect on WTB. Our study indicates the importance of enhancing radiation knowledge to improve WTB bottled water from regions near the Fukushima Daiichi. [ABSTRACT FROM AUTHOR]