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

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.