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Consumer Acceptance Of Irradiated Food Products: An Apple Marketing Study

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  • Terry, Danny E.
  • Tabor, Richard L.

Abstract

This study was exploratory in nature, with emphasis on initial purchases and not repeat purchases or long-term loyalties to either irradiated or non-irradiated produce. The investigation involved the actual sale of irradiated and non-irradiated apples to consumers. Limited information about the process was provided, and apples were sold at roadside stands. Prices for the irradiated apples were varied while the price for the non-irradiated apples was held constant. Of these 228 West-Central Missouri shoppers, 101 (44%) bought no irradiated apples, 86 (38%) bought only irradiated apples, and 41 (18%) bought some of both types. Results of probit regressions indicated three significant independent variables. There was an inverse relationship between the price of irradiated apples and the probability of purchasing irradiated apples. There was a positive relationship between the purchasers' educational level and the probability of purchasing irradiated apples. Predicted probabilities for belonging to categories in probit models were computed. Depending on particular equation specification, correctly placed were approximately 70 percent of the purchasers of the two categories-bought only non-irradiated apples, or bought some of both irradiated and non-irradiated apples or only irradiated apples. This study suggests that consumers may be interested in food irradiation as a possible alternative or supplement to current preservation techniques.

Suggested Citation

  • Terry, Danny E. & Tabor, Richard L., 1990. "Consumer Acceptance Of Irradiated Food Products: An Apple Marketing Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 21(2), pages 1-12, June.
    • Handle: RePEc:ags:jlofdr:26543
    DOI: 10.22004/ag.econ.26543
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    References listed on IDEAS

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    1. Eastwood, David B. & Brooker, John R. & Orr, Robert H., 1987. "Consumer Preferences for Local Versus Out-Of-State Grown Selected Fresh Produce: The Case of Knoxville, Tennessee," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 19(2), pages 183-194, December.
    2. Eastwood, David B. & Brooker, John R. & Orr, Robert H., 1987. "Consumer Preferences For Local Versus Out-Of-State Grown Selected Fresh Produce: The Case Of Knoxville, Tennessee," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 19(2), pages 1-12, December.
    3. Daniel S. Tilley & Constance L. Falk, 1987. "Food irradiation: A proposed economic research agenda and implications for agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 3(3), pages 339-347.
    4. Smallwood, David & Blaylock, James R., 1981. "Impact of Household Size and Income on Food Spending Patterns," Technical Bulletins 157048, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Payne, Brian K. & Gainey, Randy R., 2000. "Is good-time appropriate for offenders on electronic monitoring?: attitudes of electronic monitoring directors," Journal of Criminal Justice, Elsevier, vol. 28(6), pages 497-506.
    2. 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.

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