The Influence of Food Safety Messages on Japanese Agricultural Products on the Purchase Decisions of Taiwanese University Students

This study examines the impact of safety messages regarding Japanese agricultural products following the 2011 Fukushima nuclear accident on Taiwanese university students’ purchasing behavior. A survey was conducted among students from three universities in Taipei and Taichung, Taiwan. The results indicated that these safety messages did not have a statistically significant effect on respondents’ perceptions of Japanese food safety. This suggests that, for Taiwanese university students, exposure to post-accident safety information does not substantially alter their views. The study underscores the importance of country-specific consumer perceptions for shaping effective export and communication strategies.