Food irradiation and consumer values*

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Abstract
A mail survey technique was used to determine if value hierarchy, locus of control, innovativeness, and demographic parameters could distinguish between subjects expressing different levels of concern and willingness to buy irradiated food. Concern toward irradiated food was lower than concern for other food safety issues, probably because many expressed uncertainty regarding irradiation. Those ranking the value “an ecologically balanced world” expressed the greatest irradiation concern. Factors which could predict high irradiation concern were being highly concerned about the use of chemical sprays on food, completing more formal education and being female; those believing that life was controlled by luck were less concerned. Irradiation concern was a principal factor determining willingness to buy irradiated foods. Innovative consumers were more likely to try irradiated foods than noninnovative. Implications for consumer education are presented.

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