Intended vs. Actual Purchase Behavior for Irradiated Beef

Abstract

Inconsistency between consumers' actual purchase and their intentions to purchase irradiated beef products was investigated using a simulated supermarket setting (SSS) experimental data and exit survey data. While 60 percent of the participants reported that they intended to buy irradiated beef, only 21.7 percent actually bought all irradiated beef during the simulated shopping trips. Similarly, 10.2 percent of those who reported that they would never purchase irradiated beef had purchased all irradiated packages. Actual purchases were affected by safety and handling information on package labels, and appearance of meat inside the package, while purchase intentions were affected by food safety knowledge and socio-demographic variables. Statistical significance of food safety information on package labels indicated the existence of a critical level of safety concern influencing actual meat purchase habit of consumers. Point-of-purchase information about beef irradiation at the simulated supermarket had a significant effect on irradiated beef package selection.