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Willingness to Pay for Traceability in the Post‐Fukushima Nuclear‐Contaminated Water Era: Chinese Consumers’ Attitudes and Preferences for Seafood

Author

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  • Yingxue Ren
  • Runzeng Gao
  • Min Zhang
  • Maotong Cheng

Abstract

Based on the stimulus‐organism‐response (S‐O‐R) framework, this study explores Chinese consumers’ willingness to pay (WTP) for traceable seafood after the Fukushima nuclear‐contaminated water incident. A valid sample of 510 respondents (88.6% from coastal regions) was analyzed using structural equation modeling with bootstrap‐mediated path analysis. Key findings reveal: (1) Emotional attitude (β = 1.495, p

Suggested Citation

  • Yingxue Ren & Runzeng Gao & Min Zhang & Maotong Cheng, 2026. "Willingness to Pay for Traceability in the Post‐Fukushima Nuclear‐Contaminated Water Era: Chinese Consumers’ Attitudes and Preferences for Seafood," Agribusiness, John Wiley & Sons, Ltd., vol. 42(2), pages 553-568, April.
    • Handle: RePEc:wly:agribz:v:42:y:2026:i:2:p:553-568
    DOI: 10.1002/agr.70036
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