* Stocks fall. JPMorgan loan losses highlight consumer fears
* U.S. consumers remain wary in face of high unemployment
* Euro weighed down by Greece deficit woes
* Yen, dollar firm as risky trades unwound
By Umesh Desai
HONG KONG, Jan 18 (Reuters) - Asian stocks fell on Monday after No 2 U.S. bank JPMorgan reported heavy losses on mortgage and credit card loans which cast doubt on consumer demand in the region's largest export market.
The U.S. dollar and the yen firmed as investors unwound riskier trades, while the euro remained under pressure, hurt by concerns about fiscal problems buffeting Greece, which has seen its budget deficit balloon and its credit ratings cut.
Euro zone finance ministers had little patience left for Greece after it misled them about the size of its deficit and would be ready to impose sanctions on Athens if needed, euro zone sources said. [
]U.S. stocks fell by around 1 percent on Friday as JPMorgan's <JPM.N> results raised concerns about profits at banks and on data showing American consumer sentiment was weaker-than-expected, which followed a poor retail sales report earlier in the week. [
]"If your main export market is not going to see a consumer-led recovery led recovery this time, that is quite negative for Asia," said Andrew Sullivan, a sales trader with broker MainFirst Securities in Hong Kong.
The MSCI index of Asia Pacific stocks traded outside Japan <.MIAPJ0000PUS> fell 0.38 percent, with sectors like consumer staples and materials leading the decline.
The Thomson Reuters index of regional shares <.TRXFLDAXPU> was down 0.57 percent.
Japan's Nikkei average fell 1.83 percent, coming off a 15-month high struck last week, with bank shares leading declines over fears the market's recent rally was over done.
"JPMorgan's earnings dragged down other U.S. banking shares, and Japanese peers may follow suit, but on the whole, the bank's earnings helped lead to profit-taking as there were concerns that those shares had already gone up too high," said Hiroichi Nishi, general manager of equity marketing at Nikko Cordial Securities.
Hong Kong <
> and Shanghai < > shares remained under pressure after a Chinese regulator asked banks to be cautious over lending strategies this year. Fears that Beijing is moving to curb credit growth to avoid inflation and economic overheating rattled shares in China and the rest of Asia last week. [ ]Traders say a raft of Chinese data this week, ranging from fourth-quarter gross domestic product to December retail sales and industrial production could give clues on whether domestic consumption in China is helping to offset persistent weakness in U.S. demand.
WORRIES OVER GREECE SPARK EXITS FROM RISKY TRADES
The euro slid to a four-month low against sterling as the British currency gained ground on the dollar and the yen following a rise in UK house prices and as the euro continued to be weighed down by concerns about Greece's fiscal woes.
The euro fell as far as 88.03 pence <EURGBP=D4>, its lowest since mid-September, down 0.5 percent on the day
"The risk reward (for the euro) is skewed towards further negativity on the news front as Greece struggles to convince the markets of its three-year plan to reduce the fiscal deficit and maintain a steady hand going forward," Westpac said in a note.
The U.S. dollar and the yen were firm while currencies leveraged to global growth like the Australian dollar ran into a bout of profit-taking after an impressive run up since the start of the new year.
The U.S. dollar was little changed at 90.77 yen <JPY=>, while the Aussie <AUD=D4> was down at $0.9188 from $0.9223 late in New York on Friday..
But sentiment is expected to be cautious with U.S. financial markets closed on Monday for the Martin Luther King day holiday.
Investors will also be closely watching further U.S. earnings this week, with the financial sector in focus, traders said.
Bank of America <BAC.N> and Morgan Stanley <MS.N> should report on Wednesday and Goldman Sachs <GS.N> is expected on Thursday. Tech companies such as IBM <IBM.N> and Google Inc <GOOG.0> are also expected this week. [
] [ ]Oil prices tumbled, extending losses for a sixth session to below $78 a barrel, after the International Energy Agency cut its view on 2010 global oil demand growth. (Additional reporting by Aiko Hayashi in TOKYO) (Editing by Kim Coghill)