일본 방사능 유출 언론보도가 수산식품 소비행태에 미치는 영향

The effects of News Report of Japan’s Radioactivity Leak Accident on Fishery Products Consumption behavior

This study analyzes the effect of personal characteristics on consumption of Korean fishery products regarding the number of news reported about the radioactivity leak accident in Japan. Using a panel data set of five years (2009~2014), the data was collected from Rural Development Administration in Korea. Also, this study analyzed the effect of altering consumer’s choice from fishery products to livestock products due to the news reports about nuclear accident. The result show that fishery consumption is influenced by news reported about the leak of radioactivity at the nuclear accident period in 2011, than the media wave of radioactive leak in 2013. Due to the avoidance of fishery products consumption, beef consumption is influenced. To deal with rapid food consumption behavior changes which is brought about by leak of radiation, risk communication system be established.