Abstract
The present study examined how consumer awareness of seafood safety in different countries influences their concerns about radioactivity in seafood, focusing on the moderating impact of interest in food safety issues. Data from the 2021 Food Consumption Behavior Survey conducted by the 2021 Korea Rural Economic Institute were analyzed. The survey targeted 3318 primary food purchasers in households with members aged 19-75 years old. Lower safety awareness of Japanese seafood and European seafood correlated with higher levels of concern about radioactivity. Additionally, regarding the moderating effect of interest in food safety issues, lower safety awareness of European seafood correlated with greater concern about radioactivity. However, a positive moderating effect of interest in food safety issues was observed for the interaction between safety awareness of European seafood and concerns about radioactivity in seafood. The findings suggest that consumers' safety awareness about seafood was associated with their concerns about radioactivity in seafood. Thus, it is necessary to reduce consumers' concerns about radioactivity and elevate their safety awareness of seafood. The strategies would be suggested to elevate consumers' perception of seafood safety awareness. The seafood industry invests in the production process to enhance the safety of seafood. The government applies new technologies to analyze seafood safety and radioactivity levels in seafood, which, thus, assures consumers' seafood consumption.