Economic Loss Due to Reputation Damage: A New Model and Its Application to Fukushima Peaches
Economic Loss Due to Reputation Damage: A New Model and Its Application to Fukushima Peaches
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名誉损害造成的经济损失：一种新模型及其在福岛桃子中的应用
DOI：
10.1111/1477-9552.12366
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发表时间：
2020
影响因子：
3.4
通讯作者：
V. Hoang
中科院分区：
文献类型：
--
作者：
Shigeru Matsumoto;V. Hoang
2011年福岛第一核电站事故后，消费者对原产于福岛县的农产品反应消极。这些消费者行为的改变，通过降低市场价格、消费量和市场份额，给污染地区的生产者造成了巨大的经济损失。值得注意的是，未受污染的产品也出现了这些损失，这为声誉损害的研究提供了机会。然而，现有的文献是非常罕见的经验建模的损失。我们利用迪克西特-斯蒂格利茨需求框架，得出一个简单而有效的经验模型，使用市场数据来量化声誉损害。该模型估计源自受污染区域的产品相对于源自其他竞争区域的产品在感知质量方面的变化。该模型还衡量了在受污染地区种植的产品随后的市场份额损失。在我们对福岛的应用中，结果表明，在核事故发生的那一年，消费者对福岛桃子的评价急剧下降（在22.5%和23.6%之间），但在随后的几年里迅速恢复。结果还表明，影响程度因批发市场而异。由于声誉受损，福岛农民损失了约13.1-18.9%的销售额。从我们提出的模型的估计提供有意义的信息的背景下，政策干预，如转让计划资助的收益者，以弥补声誉损失。
Consumers have responded negatively to agricultural products originating from the Fukushima prefecture after the 2011 Fukushima Daiichi nuclear power plant incident. These consumers’ behavioural changes have caused substantial economic losses for the producers located in contaminated regions through reductions in market prices, consumption quantities and market shares. Remarkably, these losses are observed also for uncontaminated products, posing an opportunity for research in reputation damage. However, existing literature is very rare on empirical modeling of such losses. We utilise the Dixit–Stiglitz demand framework to derive a simple but efficient empirical model that uses market data to quantify reputation damage. This model estimates changes in the perceived quality of a product originating in contaminated regions in relation to those products originating from other competing regions. The model also measures subsequent loss in market share for those products grown in contaminated regions. In our application to Fukushima, results suggest that consumers’ valuation of peaches from Fukushima decreased dramatically (between 22.5% and 23.6%) in the year the nuclear accident occurred, but rapidly recovered in the following years. The results also show that the degree of impact varies across wholesale markets. Fukushima farmers lost about 13.1–18.9% of sales due to reputation damage. Estimates from our proposed models deliver meaningful information in the context of policy interventions such as transfer programmes financed by gainers to compensate reputation losses.
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