ACCEPTANCE OF IRRADIATED FOOD BY NORTH-AMERICAN CONSUMERS

Sales of irradiated foods clearly indicate that North Americans consum ers appreciate the value of irradiated foods. All irradiated foods off ered for sale have sold well. The results of North American consumer a ttitude surveys can be used to predict acceptance of quality irradiate d foods, especially when improved food safety is the perceived benefit . Consumers perceive the most benefit when irradiation is used to impr ove food safety or to reduce the chemicals used on foods. Information about irradiation seems to increase consumer willingness to buy. Consu mer activists continue to attempt to prevent the sale of labelled irra diated foods, but they have not been successful.