Abstract
The study develops an empirical model to estimate the likelihood of consumers' acceptance of and willingness to pay for irradiated poultry products based on the assumption of a two-step decision-making process. A probit model on whether or not to buy irradiated poultry products is estimated jointly with an OLS equation for the price premiums that consumers are willing to pay for irradiated chicken breast meat. The study is based on the data collected from telephone interviews with a randomly selected sample of 303 adults, 18 years of age and older in Georgia, USA. The study identifies important sociodemographic variables and other qualitative and attitudinal factors that may affect consumer acceptance and willingness to pay for irradiated poultry products. The results suggest that educating consumer about irradiation would be beneficial to the food industry. The producers should develop strategies targeting the market segment that is receptive for using irradiation in the production process to enhance food safety and reduce incidents of food-borne illness.
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