Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

• Jae Hoon Hyun

  Hankuk University of Foreign Studies

• Suk Bong Choi

  Korea University , Korea University

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm’s reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm’s reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

1. Jae Hoon Hyun, Hankuk University of Foreign Studies
   Department of International Business
2. Suk Bong Choi, Korea University, Korea University
   College of Global Business

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