The lesser evil: Consumer acceptance of X-ray irradiation compared with alternative phytosanitary treatments

X-ray irradiation is becoming a mainstream phytosanitary food treatment that is compatible with solving sustainability challenges. However, understanding how consumers respond to X-ray irradiation is still underdeveloped in research. In two studies, the current research sheds light on the acceptance of X-ray irradiation by New Zealand consumers, compared with an existing treatment, methyl bromide. Study 1 used focus groups to provide insights into barriers and opportunities of X-ray irradiation perceived by participants who accept, are passive towards, or reject irradiation. Acceptors of X-ray highlighted familiarity of use, non-residue/lack of chemicals, and environmentally friendly as positive factors, whereas danger of radiation and long-term health concerns were strong themes for rejection. Subsequently, study 2 extended this to provide a snapshot of measures representative of such themes to understand current attitudes towards X-ray irradiation itself, and as a replacement for methyl bromide usage. The results of study 2 indicated that when provided with information on X-ray in isolation, under half the respondents (39%) indicated a willingness to eat foods treated with X-ray. However, when forced to choose between food that had been treated with either X-ray or methyl bromide, the majority of respondents (84%) chose irradiation. Overall, the studies present an overview that whilst consumers may be apprehensive or passive about acceptance of X-ray irradiation (study 1), they overwhelmingly accept X-ray irradiation over the current alternative in New Zealand, methyl bromide (study 2). This was voiced by participants as accepting 'the lesser of two evils'.