Consumer willingness to purchase and to pay more for potential benefits of irradiated fresh food products

Education, income, and sex were significant in some analyses but were not successful in predicting or classifying consumer willingness to purchase or pay more for irradiated food.

Abstract

A national household survey was conducted to evaluate consumer willingness to accept irradiated fresh food products. For those consumers willing to purchase irradiated food, analyses were conducted relative to their willingness to pay a price premium for proposed benefits of food irradiation. A low level of awareness of food irradiation exists. Fifty-four percent of households were not willing to purchase irradiated food. Education, income, and sex were significant in some analyses but were not successful in predicting or classifying consumer willingness to purchase or pay more for irradiated food. Measurement of consumer beliefs and values affecting food safety concerns may improve levels of prediction and classification.