Evaluating Factors Explaining U.S. Consumers’ Behavioral Intentions toward Irradiated Ground Beef

dc.contributor.authorParrella, Jean A.en
dc.contributor.authorLeggette, Holli R.en
dc.contributor.authorLu, Pengen
dc.contributor.authorWingenbach, Garyen
dc.contributor.authorBaker, Matten
dc.contributor.authorMurano, Elsaen
dc.date.accessioned2023-09-08T13:24:00Zen
dc.date.available2023-09-08T13:24:00Zen
dc.date.issued2023-08-22en
dc.date.updated2023-09-08T12:44:30Zen
dc.description.abstractAlthough food irradiation is deemed safe and endorsed by health-related organizations worldwide, consumers are reluctant to accept the technology. Yet, consumer acceptance is critical as food irradiation has significant potential for increasing the safety and availability of food globally. To communicate about food irradiation, science communicators should understand the psychology behind consumers&rsquo; decision making related to irradiated foods. Using empirical research, we developed a theoretical model and used structural equation modeling to determine how nine variables affect consumers&rsquo; behavioral intentions toward irradiated ground beef. We purchased a national quota sample from Qualtrics and surveyed <i>N</i> = 1102 U.S. consumers. The model explained 60.3% of the variance in consumers&rsquo; attitudes toward food irradiation and 55.4% of their behavioral intentions toward irradiated ground beef. Attitude had the largest positive, total effect on consumers&rsquo; behavioral intentions, which was followed by subjective social norm and perceived benefit. Perceived risk had the largest negative, total effect on behavioral intentions. Attitude mediated the effect of subjective social norm, perceived benefit, perceived risk, objective knowledge, and food technology neophobia. Environmental concern and health consciousness did not significantly affect behavioral intention. Science communicators should develop messaging strategies that seek to improve consumer acceptance with these factors in mind.en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationParrella, J.A.; Leggette, H.R.; Lu, P.; Wingenbach, G.; Baker, M.; Murano, E. Evaluating Factors Explaining U.S. Consumers’ Behavioral Intentions toward Irradiated Ground Beef. Foods 2023, 12, 3146.en
dc.identifier.doihttps://doi.org/10.3390/foods12173146en
dc.identifier.urihttp://hdl.handle.net/10919/116247en
dc.language.isoenen
dc.publisherMDPIen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.titleEvaluating Factors Explaining U.S. Consumers’ Behavioral Intentions toward Irradiated Ground Beefen
dc.title.serialFoodsen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten

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