Consumer Reaction to Beef Safety Scares

This study examines the impact of two beef safety scares on retail-level meat per capita consumption and prices in Japan. The objective is to investigate the Japanese consumer reactions to the news of FMD and BSE discoveries, as reflected in the quantity and price changes in the immediate neighborhood of each event. Better understanding of consumer reactions to beef safety scares helps the beef industry restore consumer confidence after food safety crises and provides opportunities for national-level product differentiation based on beef quality and traceability