FACTORS AFFECTING CONSUMER NEGATIVE PERCEPTIONS ABOUT BEEF IRRADIATION
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This study has identified several important factors affecting consumer negative perceptions about beef irradiation. The effects of these factors boil down to two main points: lack of trust in the adequacy and enforcement effectiveness of food safety regulations and consumer ignorance about the irradiation process. This implies dissemination of information about food irradiation and enhancement of consumer trust in the mechanism of food safety regulation can be effective instruments to increase consumer acceptance of beef irradiation.