ABSTRACT
ABSTRACT: This study analyzes Japanese consumers’ perceptions regarding food safety, and uses data from a consumer survey. Results from an ordered probit model show that potential risks, potential benefits, socio-demographics, and other factors have an effect on Japanese consumers’ perception of food safety. Results show that some of Japanese consumers’ concern about food safety can be explained by Genetically Modified (GM) food, also referred to as biotechnology. However, GM food may bring potential benefits such as lower prices. Other potential GM food benefits may include enhanced nutrition, and medical benefits, sometimes known as second generation GM foods. These potential benefits may act as a trade-off to offset the risks of GM food. Socio-demographic results show different levels of perception of food safety among consumers from different ages and family sizes. Other factors, such as concern about labeling, knowledge level of GM food, and ethical reasons to object to GM foods, are also found to be related to Japanese consumers’ concern about food safety. The results from this study should be useful for government policy makers and those involved in food marketing in Japan.
