An investigation of the theory of reasoned action concerning consumer acceptance of food irradiation

This research examined how attitudes and subjective norms influence behavioral intentions to eat irradiated food. This inquiry is important because, food irradiation is controversial and the public’s attitude toward it can influence the extent to which it is eventually adopted. The data received from the first, large-scale commercially funded market test of irradiated food in supermarkets located throughout Minneapolis, Minnesota, has been used for statistical analysis. The test was conducted by Huisken’s Meats, Inc. on spring of 2000. The data includes questionnaire responses of 225 participants. The data analysis of consumers’ opinions, concerning food irradiation, confirms the theory of reasoned action. However, the results show that subjective norms have a weak effect on intentions to eat irradiated food. Suggestions are offered for future research based upon the findings of this study.