Water quality concerns and acceptance of irradiated food: A pilot study on Mexican consumers

Background: Poor quality irrigation water is a major cause of disease transmission for urban inhabitants consuming fresh produce in many developing countries. Irradiation of food is an alternative approach to reducing health risks for consumers, but its implementation depends heavily on consumer acceptance. Results: In this pilot study, we show that most respondents consider the water quality of Mexico City to be poor and a health risk, and would be willing to pay for irradiated food as a means of pasteurizing fresh iceberg lettuce. Conclusion: Irradiated food could, potentially, be accepted in developing countries that have problems with water quality. Such acceptance would presumably be due to the perception that such a novel technology would (1) alleviate water impairment, and (2) lead to economic improvement. It is then possible that the public considers that water quality is a more pressing concern than any potential side effects of food irradiation.