Changing attitudes to irradiation throughout the food chain

Recent studies of consumer attitudes in the United States indicate an incre ased willingness to purchase irradiated food in order to have a safer produ ct. The reasons for the change in attitude are discussed. Basic consumer bu ying habits are considered and how these fit in with marketing irradiated f ood. Food retailers, restaurants and producers have attitudes of their own, and these can sometimes be the most difficult to change. The key to this p uzzle can be found in their basic motivations, including the fear of activi sts. Recommendations are made as to how this information can be used to pro mote the development of food irradiation. (C) 2000 Elsevier Science Ltd. Al l rights reserved.