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Developing Food Consumer Attitudes towards Ionizing Radiation and Genetic Modification.

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Consumer acceptance of food irradiation (IoR) and genetic modification (GM) is low due to affective distrust. While GM acceptance improved with reflection, IoR acceptance did not, suggesting education must address visceral responses for emerging food technologies.

Keywords:
food irradiationfood technology neophobiagenetically modified foodionizing radiationirradiated foodirradiationperishable foodsupply chainsustainable living

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Area of Science:

  • Food Science and Technology
  • Consumer Behavior Research
  • Risk Perception Studies

Background:

  • Consumer acceptance is crucial for novel food preservation technologies like ionizing radiation (IoR).
  • Understanding consumer behavioral responses to emerging food technologies is essential for their successful implementation.
  • This study addresses the need to investigate consumer perceptions of IoR for perishable food stabilization.

Purpose of the Study:

  • To investigate consumer perceptions and acceptance of ionizing radiation (IoR) for perishable food stabilization.
  • To explore young adults' attitudes towards IoR and genetically modified (GM) foods.
  • To assess consumers' willingness to consume IoR and GM perishable foods.

Main Methods:

  • A mixed-methods approach was utilized, combining qualitative and quantitative research.
  • Surveyed 313 young adults in New Zealand regarding their views on irradiated (IoR) and genetically modified (GM) perishable foods.
  • Assessed attitudes, willingness to consume, and explored affective versus cognitive associations with both technologies.

Main Results:

  • Qualitative findings indicated a predominance of affective over cognitive associations for both IoR and GM.
  • Quantitative analysis showed GM evaluations improved with reflection, unlike IoR (p < 0.01).
  • Females favored GM, males favored IoR (p < 0.01); both were disfavored versus non-treated products (p < 0.01).

Conclusions:

  • A significant affective distrust exists towards both IoR and GM among young consumers.
  • Affective distrust is resistant to cognitive education, but GM attitudes softened with time.
  • Targeted educational strategies addressing visceral responses may be necessary for IoR and GM acceptance.