Consuming to Help: Post Disaster Consumption in Japan

An exploratory analysis of Japanese consumer behavior following the 2011 earthquake, tsunami, and nuclear accident disaster foundthat respondents preferred ethical (ouen) consumption to other helping behaviors, that the media played a significant role in shapingperceptions of safety, and that the type of empathy triggered led to differing responses.

Asia-Pacific Advances in Consumer Research, Vol.11, pp.76-79.