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.

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