Influence of Information on the Acceptance and Purchase Intention of an Irradiated Food: A Study With Brazilian Consumers

This study investigated the effect of information on the acceptability and purchase intention of an irradiated watercress salad and its non-irradiated counterpart among Brazilian consumers (N = 236). Both the irradiated and the non-irradiated products were fairly accepted (ratings about 6.0–7.0 in the hedonic scale). Significant effects (p ≤ 0.05) of gender, education, and age were also observed: acceptance and purchase intention was lower among male participants who received both information and an identified irradiated product, and higher among female participants who received only information about the process. Adults (30–39 years old) were more critical, and the higher the educational level, the lower the acceptability and purchase intention ratings. Brazil is one of the major irradiators in the world, but there is still a lack of consumer studies focusing the acceptability of irradiated foods. So the findings presented herein would favor Brazilian producers and regulators to develop effective communi...