Abstract
This paper explores the factors influencing consumer acceptance of new food technologies through an in-depth analysis of consumer reactions to food irradiation. Consumer acceptance/rejection of innovative food technologies is the result of a complex decision-making process which involves an assessment of the perceived risks and benefits associated with the new technology and existing alternatives. The acceptance of a new food technology is not simply related to the characteristics of the process itself, but also the needs, beliefs and attitudes of individual food consumers and the nature of the economic, political and social environment in which food choices take place. Consequently, it is difficult to make generalisations about consumer acceptance/rejection of particular food technologies. Therefore, strategies aimed at improving the rate at which such technologies are adopted must address a wide range of issues relating to the technology itself and the food system into which it is introduced.
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