OSTI OAI (U.S. Department of Energy Office of Scientific and Technical Information) · 1987 · 42 citations · 0 references
AgricultureMarketingMarketing ManagementAgricultural MarketingFood PolicyFruit ScienceAgribusiness MarketingAgricultural AdvertisingAgricultural Marketing PolicyFruit QualityFruit StorageRadiation UseAgricultural Product MarketingConsumer Food Purchasing BehaviorCrop MarketingFruit DemandFruit Quality AttributesSupportive BehaviorsSupportive Climate
In this study, purchase behavior of California consumers in response to irradiated papayas is described. The papayas were shipped from Hawaii and irradiated in California under a permit by the Animal and Plant Health Inspection Service and approved by the California Department of Food and Agriculture. Results show that the superior appearance of the irradiated fruit appealed to consumers and that two-thirds or more of the people queried indicated that they would buy irradiated produce. It is noted that this marketing took place in a supportive environment with no protestors present. Informational material was available.