The Effect of Labeling on Mitigating Cognitive Biases About Food Irradiation: An Empirical Evaluation of Effects on Consumerss Attitudes and Purchase Intent

Abstract

People who contract foodborne illness can become sick, hospitalized, and can even die. Food irradiation is a proven technology that can eradicate 99% of foodborne illness sources. With expected growth in irradiation-treated foods, consumers’ attitude toward and willingness to purchase irradiated foods is important. Health risk communication acknowledges that inherent cognitive biases lead consumers to make inaccurate benefit and risk assessments. This research explores consumers’ beliefs, attitudes and intentions toward consuming irradiation-treated foods by investigating the effect of alternative product labels, each designed to communicate the benefits and risks of such treatment. The findings extend the extant literature on consumer acceptance of food technology and provide insight for organizations to better educate retailers and consumers.