Consumers Willingness to Pay for Irradiated Seafood Product in the United States

Research PaperFood processors are interested not only to increase the safety of their products but also to reduce losses associated with a foodborne illness problem. Irradiating food products provides one means of addressing the food borne illness issue by significantly reducing the presence of food borne bacteria and diseases. The objective of the study is to develop an empirical model to estimate the likelihood of consumers acceptance of food irradiation technology and their willingness to pay for irradiated seafood product within a two-step decision-making framework. An empirical model is formulated based on the assumption of a two-step decision-making process, in which consumers decide first whether or not to buy irradiated seafood products. If so, the consumers then decides how much that they are willing to pay, specifically for irradiated oysters. The study will identify important socio-demographic variables and other qualitative and attitudinal factors that may affect consumer acceptance and willingness to pay for irradiated seafood products. Results will help producers to develop strategies targeting the market segment that is receptive to using irradiation in the production process to enhance food safety and reduce incidents of foodborne illness. The study is based on the data collected from telephone interviews with a randomly selected sample 303 adults, 18 years of age and older in the state of Georgia during May 2003