The Impact of Japan's Announcement on Nuclear Wastewater Discharge on Consumer Behavior: An Analysis Based on Behavioral Economics Theory

Employing behavioral economics theory and statistical methodologies, including regression analysis, this study examines consumer purchasing patterns on the HKTVMall platform, with particular emphasis on seafood products. By mining and analyzing a dataset detailing the volume, origin, and category of items bought, we delve into the consumer behaviors and psychological underpinnings of the Hong Kong marketplace. The investigation focuses explicitly on consumer responses to the Japanese government's decision to release Fukushima's nuclear-contaminated water into the ocean. The research provides a nuanced assessment of the Japanese government's declaration's repercussions on Hong Kong consumers’ purchasing decisions, thereby offering insight into larger global consumer attitudes. It leverages authentic transactional data to ascertain consumer sentiments, encapsulating the concept that purchase choices serve as a proxy for public opinion or a form of ‘voting with one's wallet.‘ This paper offers a lens through which to observe the broader implications of the Japanese government's actions on environmental, social, and governance (ESG) standards. By illuminating the interplay between governmental policy decisions and market behavior, this paper contributes to a deeper understanding of the dynamics at play in consumer decision-making processes in the face of environmental concerns. As such, it underscores the potential for consumer behavior analysis to inform policy discourse and ethical business practices in an increasingly ecologically conscious global economy.