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Mexican Consumers' Attitudes Toward Irradiated And Imported Apples, André D. Murray, Rosa K. Gallardo, Anuradha Prakash

Food Science Faculty Articles and Research

This study centers on analyzing Mexican consumers' willingness to pay (WTP) for imported US fresh apples subjected to irradiation, contrasting it with the more prevalent postharvest chemical treatments. We collect data using a survey tool in Qualtrics designed to explore the impact of information dissemination through two distinct narrative styles: scientific and layman. The study uses a between-subjects approach and apply the propensity score matching to address potential confounding factors across respondents' samples. We apply the generalized multinomial logit models in WTP space, taking into consideration respondent's certainty when answering to the choice experiment questions. Our findings reveal that respondents …