Consumer awareness and acceptance of irradiated foods: Results of a survey conducted on Turkish consumers

Abstract

Consumer awareness and acceptance, and influence of benefit statements and price on acceptance of irradiated foods were investigated in Turkey. Consumer awareness of food irradiation was very low (29%). Majority of consumers (80%) were uncertain about the safety of irradiated foods. Only 11% expressed irradiated foods are safe. Level of positive attitude towards irradiated foods increased substantially (62%) upon hearing a benefit statement of food irradiation. Purchase intent of irradiated foods was highest (44%) when price is same as unirradiated foods, but significant proportion of consumers indicated to pay 5% premium price for irradiated foods. A successful market for irradiated foods can be achieved by educating consumers with the benefit and uses of irradiation process.