Information effects on consumers' willingness to purchase irradiated food products

This study assessed the effect of information related to the food irradiation process on consumers' willingness to purchase irradiated food products and the perceived consumer segment to which they belonged ("strong buyer," "interested," "doubter," or "rejector" of irradiated food). Two types of information were presented: the nature and benefits of food irradiation and information about two ways in which food can be irradiated. Positive shifts in the responses were observed in both the consumer segment to which they belonged and willingness to buy after the presentation of information about food irradiation technology.