U.S. consumers' acceptance and willingness to buy irradiated food
Date
2002
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Texas A&M University
Abstract
A consumer intercept survey was conducted to evaluate consumers' attitude and awareness, as well as their willingness to accept irradiated food products. The primary data for this analysis were collected in Spring 2001. A low level of awareness of food irradiation exists despite the recent increase in news stories about irradiation technology. This study reveals that most consumers are not familiar with irradiation technology, which attributes to the fact that the public is very ambivalent in their decisions regarding irradiated foods. Education programs seem to have positive effects on shaping consumer opinion about irradiation, which can improve the safety of food products. Thus, the results of this study provide useful information required for the development and implementation of effective consumer educational programs. The study identifies the current profiles of consumers who are willing to purchase irradiated food products and who are willing to pay a premium for irradiated beef products in the marketplace. A number of socio-economic variables were hypothesized to be related to consumer willingness to buy and pay more for irradiated beef. The estimates of willingness to buy were obtained using a probit model. Willingness to pay more for irradiated food products was estimated using ordered probit with a sample selection model. Standard errors of the marginal effects of the ordered probit model were estimated using the bootstrap method. About 80% of the respondents were willing to purchase irradiated beef products and about 58% were willing to pay a premium for irradiated beef. This finding suggests that those who think that improper handling contributes to food poisoning are more likely to buy and pay a premium of 50 cents per pound for irradiated beef than others. Those who trust the irradiation technology are also more likely to purchase and pay a premium of between 5 to 50 cents per pound for irradiated beef. The results of this study provide information important not only to food retailers, but also to other players in the supply chain.
Description
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Includes bibliographical references (leaves 95-102).
Issued also on microfiche from Lange Micrographics.
Includes bibliographical references (leaves 95-102).
Issued also on microfiche from Lange Micrographics.
Keywords
agricultural economics., Major agricultural economics.