48-5

H. G. SCHUTZ, University of California-Davis, Davis, CA 95616

Irradiating foods is unique among food processing techniques in that it has remained a "new" technology for more than 50 years, even though many food products have received FDA approval and endorsement by WHO and a wide variety of technical and professional organizations.

As a result, consumers have had little, if any, opportunity to evaluate products that have been irradiated. Nevertheless, consumers have developed attitudes and opinions with regard to the technology that have been assessed through surveys for at least the past 30 years.

It is clear from the results of these surveys that consumer awareness of this technology is about 60%and has not grown rapidly, and concern for the process is at a moderately high level, but not necessarily higher than for other food safety concerns such as pesticides.

A few market tests of irradiated foods have been conducted and viewed as successful, but are difficult to generalize to ongoing market situations. There is probably only one small continuing market for irradiated foods in the U.S.

Results from such studies will be briefly summarized, but the primary emphasis of the presentation will be on the research that demonstrates how attitudes toward irradiated foods can be modified to decrease concerns and increase interest in purchase. In addition, consumer behavior factors that could influence attitudes toward irradiated foods will be discussed, including such concepts as values, risk taking, group and individual leaders, attitude formation, and diffusion of innovation models.