How to label irradiated food to enhance purchase intent

29 April 2015

Consumers have shown aversion for the term “irradiation”, obligatorily present in packages of irradiated food. Researchers at the Universidade Federal do Espírito Santo (UFES) in Brazil quantified the effect of characteristics of labeling of irradiated strawberries on purchase intent.
They found that the factors “explanatory information” and “radura symbol” affected consumer assessment. The best packaging should present the information “food treated by ionisation process” or “food treated by irradiation process”, “to ensure the freshness and quality for a longer time” and should show the radura symbol. An article about the research is published in Food Research International.
Click here for an abstract of the article.

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