Willingness to Pay for Traceability in the Post‐Fukushima Nuclear‐Contaminated Water Era: Chinese Consumers’ Attitudes and Preferences for Seafood

ABSTRACT Based on the stimulus‐organism‐response (S‐O‐R) framework, this study explores Chinese consumers’ willingness to pay (WTP) for traceable seafood after the Fukushima nuclear‐contaminated water incident. A valid sample of 510 respondents (88.6% from coastal regions) was analyzed using structural equation modeling with bootstrap‐mediated path analysis. Key findings reveal: (1) Emotional attitude ( β = 1.495, p < 0.001) exerted a significantly stronger direct effect on WTP than cognitive assessment ( β = 0.273, p < 0.05), validating affective dominance in crisis contexts; (2) Sociocultural factors indirectly amplified WTP through emotional attitude ( β = 0.981, p < 0.001), while market information influenced WTP via cognitive assessment; (3) Product awareness positively impacted emotional attitude ( β = 0.075, p < 0.05). Theoretically, the research expands the S‐O‐R framework by integrating nuclear‐risk contexts and cultural schemas, demonstrating emotion‐behavioral primacy under crises. Practically, enhancing blockchain‐based traceability systems—particularly for coastal consumers—could significantly elevate WTP, advising regionally differentiated policies (e.g., real‐time radiation certifications for coastal zones, subsidized labels for inland markets). Notable limitations include regional sampling bias, reliance on self‐reported data, and a cross‐sectional design, warranting future longitudinal, cross‐regional, and mixed‐method studies.