Willingness to eat seafood among Taiwanese after the 2023 Fukushima radioactive water release: An extended Theory of Planned Behavior approach

The release of radioactive water from Fukushima in 2023 emerged as a significant nuclear issue, particularly affecting Taiwanese perceptions. This study aimed to investigate the willingness of Taiwanese people to consume seafood following the 2023 Fukushima2 incident, using an extended Theory of Planned Behavior (TPB) model. A total of 204 Taiwanese respondents completed an online questionnaire comprising 28 TPB indicators. The results from Partial Least Square Structural Equation Modeling (PLS-SEM) revealed that subjective norms had the strongest positive influence on the intention to eat seafood, followed by personal attitudes and financial considerations. Interestingly, perceived behavioral control was found to negatively impact the intention to consume seafood. This research is among the first to explore seafood consumption intentions in the wake of the Fukushima water release and provides a robust theoretical foundation for stakeholders aiming to promote seafood consumption, particularly among Taiwanese consumers.