Influencing Factors of Chinese Consumers' Acceptance of Irradiated Food.

Food irradiation enhances food safety and shelf life, but consumer acceptance in China is hindered by radiation-related misconceptions and low awareness. This study investigated 556 Chinese consumers through an online survey, analyzing demographic influences and attitudes via SPSSAU. The key findings revealed a strong preference for the term "ionized food" (69% acceptance) over "irradiated food" (31%), particularly among those with nuclear risk concerns. This finding highlights the notion that the use of the label "ionized food" can avoid knee-jerk associations with nuclear radiation. When the term "irradiated food" is employed, clear explanations of what irradiated food involves should be provided on food labels. While over 80% of the respondents recognized conventional sterilization methods (e.g., pasteurization), only 17% identified irradiation. Demographic analysis showed higher initial acceptance among men and the 26-45 age group (75% willingness), although disclosure of everyday irradiated products (e.g., spices, snacks) triggered resistance, especially among women (77% of reversals). Education positively correlated with acceptance, with doctoral students showing 64.5% approval. Notably, 65.6% of initially willing consumers rejected irradiated foods after learning about inconspicuous labeling, reflecting distrust in market transparency. Mobile platforms (WeChat, TikTok) were preferred for science communication (70%), while older adults favored community outreach. Targeted science communication campaigns should be launched to dispel radiation-related misconceptions. Governments should also customize strategies for different demographic groups, particularly to address the concerns of students, women, and elderly individuals. By leveraging digital media and collaborating with schools, communities, and businesses, consumers can be effectively educated, their concerns can be alleviated, and trust in irradiated food can be enhanced.