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A precision marketing model for origin-traceable seafood under nuclear wastewater discharge: an empirical study based on consumer risk perception segmentation

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Japan's discharge of nuclear wastewater from the Fukushima Daiichi plant has raised significant consumer concerns regarding seafood safety, posing challenges for the global seafood industry. This empirical study examines Chinese consumers' purchase intentions for origin-traceable seafood, utilizing the Stimulus-Organism-Response (S-O-R) framework alongside latent class analysis. Through an online survey of 612 participants, the research reveals that while risk perception negatively impacts purchase intentions, origin traceability positively influences consumer behavior. Identifying distinct consumer segments highlights the necessity for tailored marketing strategies in addressing diverse risk perceptions.
A precision marketing model for origin-traceable seafood under nuclear wastewater discharge: an empirical study based on consumer risk perception segmentation

The intersection of nuclear wastewater discharge and seafood consumption demands a nuanced understanding that transcends mere technical challenges. While the provided study underscores consumer vulnerabilities, its implications echo broader debates about environmental accountability in global supply chains. Embracing such complexity requires not only scientific rigor but also a cultural shift toward transparency, where trust becomes a currency more valuable than profit margins. This duality challenges industries to balance innovation with responsibility, ensuring that solutions do not compromise the very sustainability they aim to protect. Such a recalibration necessitates collaboration across sectors, recognizing that no single entity holds sole authority over outcomes, yet collective action remains indispensable.

Effects of probiotics, prebiotics, and synbiotics on immune function, disease resistance, digestive health, and stress management in fish culture offers a complementary lens, illustrating how biological interventions can mitigate risks associated with contamination. Similarly, Navigating the frontier of data openness: the obligation to cooperate in marine climate data governance under the AI Era provides a precedent for addressing systemic uncertainties through shared frameworks. Together, these studies highlight the multifaceted nature of contemporary challenges, urging stakeholders to adopt strategies that integrate scientific precision with social awareness. Their relevance extends beyond academia, influencing policy and practice in ways that demand immediate attention.

The true test lies in translating findings into actionable insights, where short-term gains must harmonize with long-term consequences. Here, the weight of uncertainty amplifies the need for adaptive approaches that prioritize sustainability without sacrificing economic viability. As industries navigate these waters, the interplay between innovation and ethical rigor will shape not only outcomes but also the legacy of their legacy. What role will emerging technologies play in bridging this gap, and how will consumer expectations evolve in response to such advancements? The answer lies in fostering a dialogue that bridges discipline, policy, and public engagement.

As scrutiny intensifies, the call to act becomes clearer than ever. Will the convergence of biological and environmental factors reveal new pathways for resilience, or will stagnation persist? The path forward demands not just adaptation but a reimagining of how we perceive responsibility in an interconnected world. The stakes are high, yet the potential for transformative progress remains, inviting stakeholders to engage proactively—lest the consequences unfold in irreversible tandem. The time to act is now, not later.

IntroductionJapan's discharge of nuclear wastewater from the Fukushima Daiichi plant has intensified consumer concerns about seafood safety, presenting significant challenges for the global seafood industry. This study investigates Chinese consumers' purchase intentions toward origin-traceable seafood by integrating the Stimulus-Organism-Response (S-O-R) framework with latent class analysis.MethodsAn online survey was conducted with 612 Chinese consumers using a between-subjects experimental design manipulating traceability information levels. Structural equation modeling tested hypothesized relationships, while latent class analysis identified consumer segments based on risk perception patterns. ResultsNuclear wastewater risk perception negatively affected purchase intention (b = -0.284, p < .001), while origin traceability exerted a significant positive effect (b = 0.326, p < .001). Traceability moderated the risk-intention relationship (b = 0.118, p = .002), and trust partially mediated the effect, accounting for 36% of the total effect. Four distinct consumer segments were identified: High-Risk Averse (23.2%), Moderate Concerned (30.4%), Pragmatic (27.5%), and Low-Risk Tolerant (19.0%), with willingness to pay premiums ranging from 28.4% to 8.9%.DiscussionOrigin traceability effectively mitigates the negative impact of nuclear wastewater risk perception on seafood purchase intentions. Consumer heterogeneity necessitates differentiated marketing strategies, with High-Risk Averse consumers representing a high-value target segment despite their elevated concerns.

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#climate change impact#origin-traceable seafood#nuclear wastewater discharge#precision marketing#consumer risk perception#purchase intention#latent class analysis#seafood safety#Stimulus-Organism-Response (S-O-R) framework#risk-intention relationship#consumer segments#consumer heterogeneity#High-Risk Averse#traceability information#structural equation modeling#Moderate Concerned#willingness to pay premiums#Pragmatic#Low-Risk Tolerant#trust mediation