Purpose: To determine the impact of information about food irradiation on consumers' perceptions about and willingness to buy irradiated food products.
Methods: Three information statements about food irradiation were developed, based on FDA and USDA websites. They were ‘benefits of food irradiation,’ ‘consumer’s most frequent questions’ and ‘authorities approving food irradiation.’ The effects of these messages individually and in combination were evaluated through an on-line web survey. Participants (n = 791) were randomly assigned into seven groups with about one hundred persons in each.
Results: Information related to ‘benefits of food irradiation,’ including reducing harmful bacteria, was the most effective in changing consumers’ perception of irradiated food. The information of ‘consumer’s most frequent questions,’ including not inducing radioactive and no significant nutrition loss, was less powerful in changing perceptions, but better than information as to ‘authorities approving food irradiation.’ The combination of all three messages generated the largest number interested in selecting irradiated food. After exposure to information, 27% (n = 205) of total participants chose not to ‘buy’ irradiated food, even if it was 10% cheaper than non-irradiated food, with reasons like: ‘I need more information before deciding’ (77%), and ‘I already cook my food properly’ (60%) . Twenty-two percent of consumers who received all three messages chose not to buy.
Significance: Irradiated food provides extra protection to consumers from foodborne illness. Information presented in this study was effective in helping consumers make informed food purchasing decisions. Findings can be used as a guide by policy makers, educators, and marketers when describing irradiated food.