The purpose of this paper was to verify the stability of consumers\u27 evaluations of food safety by conducting the identical choice experiments questionnaire survey at the same site two different times. The two surveys, measuring the consumers\u27 evaluations of beef derived from cattle fed in accordance with improved food safety measures were conducted in January 2003 (n = 83) and March 2004 (n = 369) in Kiyota ward of Sapporo city in Hokkaido, Japan. A comparison of the results of the two surveys suggests that social issues related to the choice experiment questions can significantly influence the consumers\u27 inferred values for food safety on the basis of the questions
