Consumer Ethnocentrism, Risk Perception, and Chinese Consumers' Choices for Aquatic Food After Wastewater Discharge

ABSTRACT Following international food safety incidents, the mechanisms for consumer stated preferences for origin‐labeled foods remain complex. Using the discharge of treated radioactive wastewater as a contextual shock, this study examines how consumer ethnocentrism and risk reactions can explain Chinese consumers' preferences for origin‐labeled aquatic foods (shrimp and ribbonfish). To address the measurement error and potential bias associated with generated regressors, we utilized an online discrete choice experiment and estimated Random Parameter Logit (RPL) and Integrated Choice and Latent Variable (ICLV) models. Results reveal a pronounced premium for domestic products. The main predictors are the affective component of consumer ethnocentrism and event‐specific risk perceptions, whereas general risk preferences lack predictive power for origin‐labeled preferences. Notably, perceived harm is associated with severe market rejection, as indicated by the Willingness‐to‐Pay for certain imported products dropping below zero. These findings inform the boundary conditions for origin‐based preferences. To support market stability, we recommend that agribusiness and policymakers move beyond generic information campaigns toward segment‐ and product‐specific risk communication, including clear origin‐based safety labeling that addresses event‐specific consumer anxieties.