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Evaluating Factors Explaining U.S. Consumers' Behavioral Intentions toward Irradiated Ground Beef.

Jean A Parrella1, Holli R Leggette2, Peng Lu3

  • 1Department of Agricultural, Leadership, and Community Education, Virginia Tech, Blacksburg, VA 24060, USA.

Foods (Basel, Switzerland)
|September 9, 2023
PubMed
Summary

Consumer acceptance of food irradiation is low despite its safety. Understanding psychological factors like attitude, perceived risk, and social norms is key to improving consumer intentions toward irradiated foods.

Keywords:
attitudescommunicationconsumer acceptancefood irradiationfood safetyfood technology neophobiapurchase intentionrisk perceptionsocial normsstructural equation modeling

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Area of Science:

  • Food science
  • Consumer psychology
  • Risk communication

Background:

  • Food irradiation is a safe technology endorsed globally but faces consumer reluctance.
  • Consumer acceptance is vital for leveraging food irradiation to enhance global food safety and availability.

Purpose of the Study:

  • To investigate psychological factors influencing consumer behavioral intentions toward irradiated ground beef.
  • To develop and test a theoretical model explaining consumer decision-making regarding irradiated foods.

Main Methods:

  • Utilized structural equation modeling with a national quota sample of 1102 U.S. consumers.
  • Assessed the impact of nine variables on consumer attitudes and behavioral intentions towards irradiated ground beef.

Main Results:

  • The model explained 60.3% of variance in attitudes and 55.4% in behavioral intentions.
  • Attitude, subjective social norm, and perceived benefit positively influenced intentions; perceived risk negatively influenced intentions.
  • Attitude mediated the effects of social norm, perceived benefit, perceived risk, knowledge, and neophobia.

Conclusions:

  • Attitude is the primary driver of behavioral intentions regarding irradiated food.
  • Messaging strategies should focus on improving consumer attitudes by addressing perceived risks and benefits, and leveraging social norms.