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Consumer willingness to purchase and to pay more for potential benefits of irradiated fresh food products

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  • John W. Malone

    (Agricultural Economics, Department of Agricultural Economics and Rural Sociology, The Pennsylvania State University)

Abstract

A national household survey was conducted to evaluate consumer willingness to accept irradiated fresh food products. For those consumers willing to purchase irradiated food, analyses were conducted relative to their willingness to pay a price premium for proposed benefits of food irradiation. A low level of awareness of food irradiation exists. Fifty-four percent of households were not willing to purchase irradiated food. Education, income, and sex were significant in some analyses but were not successful in predicting or classifying consumer willingness to purchase or pay more for irradiated food. Measurement of consumer beliefs and values affecting food safety concerns may improve levels of prediction and classification.

Suggested Citation

  • John W. Malone, 1990. "Consumer willingness to purchase and to pay more for potential benefits of irradiated fresh food products," Agribusiness, John Wiley & Sons, Ltd., vol. 6(2), pages 163-178.
    • Handle: RePEc:wly:agribz:v:6:y:1990:i:2:p:163-178
    DOI: 10.1002/1520-6297(199003)6:2<163::AID-AGR2720060209>3.0.CO;2-J
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    References listed on IDEAS

    as
    1. Terry, Danny E. & Tabor, Richard L., 1988. "Consumer Acceptance Of Irradiated Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 19(1), pages 1-18, February.
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    Cited by:

    1. Adu-Nyako, Kofi & Thompson, Alton, 1999. "Food Safety Perceptions And Behavior Of Consumers In The Southern Black Belt Of The U.S," 1999 Annual meeting, August 8-11, Nashville, TN 21611, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Hinson, Roger A. & Harrison, R. Wes & Andrews, Linda, 1998. "Impact Of Socioeconomic Characteristics On Attitudes Toward Food Irradiation," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(3), pages 1-9, November.
    3. Tambi, N. E. & Mukhebi, W. A. & Maina, W. O. & Solomon, H. -M., 1999. "Probit analysis of livestock producers' demand for private veterinary services in the high potential agricultural areas of Kenya," Agricultural Systems, Elsevier, vol. 59(2), pages 163-176, February.
    4. Spaulding, Aslihan D. & Wiegand, Bryon R. & O'Rourke, Patrick D., 2006. "Consumer Knowledge and Perceptions of Food Irradiation: Ground Beef Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(1), pages 1-7, March.
    5. Misra, Sukant K. & Huang, Chung L. & Ott, Stephen L., 1991. "Consumer Willingness To Pay For Pesticide-Free Fresh Produce," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(2), pages 1-10, December.
    6. Govindasamy, Ramu & Italia, John, 1999. "Predicting Willingness-To-Pay A Premium For Organically Grown Fresh Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(2), pages 1-10, July.
    7. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    8. Rimal, Arbindra & Fletcher, Stanley M. & McWatters, Kay H., 1999. "Do Handling And Cooking Practices Determine The Selection Of Irradiated Beef?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(3), pages 1-11, November.
    9. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    10. Jelena Vapa-Tankosić & Svetlana Ignjatijević & Jelena Kiurski & Jovana Milenković & Irena Milojević, 2020. "Analysis of Consumers’ Willingness to Pay for Organic and Local Honey in Serbia," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
    11. van Ravenswaay, Eileen O., 0. "Consumer Perception Of Health Risks In Food," Increasing Understanding of Public Problems and Policies, Farm Foundation.
    12. Goss, Jody & Holcomb, Rodney B. & Ward, Clement E., 2002. "Factors Influencing Consumer Decisions Related To "Natural" Beef In The Southern Plains," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-12, March.
    13. Spencer Henson & Mamane Annou & John Cranfield & Joanne Ryks, 2008. "Understanding Consumer Attitudes Toward Food Technologies in Canada," Risk Analysis, John Wiley & Sons, vol. 28(6), pages 1601-1617, December.
    14. Ravenswaay, Eileen O. van, 1993. "Research Needs in the Valuation of Food Safety and Nutrition," Staff Paper Series 201172, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    15. Steahr, Thomas E. & McMullin, Pamela, 1991. "An Interdisciplinary Framework For The Analysis Of Foodborne Disease," Working Papers 116100, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.

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