Consumer Perception and Market Readiness Toward Radiation Mutation Food Products: Future Agri-Business Challenges

Abstract

The application of nuclear technology through radiation mutation breeding has yielded various superior food crop varieties characterized by high productivity and resilience to extreme climates. However, these technical achievements often encounter low public acceptance due to the negative stigma associated with the terms "nuclear" and "radiation." This study aims to analyse consumer perceptions regarding the safety and quality of food products derived from radiation mutation and to evaluate market readiness in adopting these products as part of future food security strategies. The research methodology employs a systematic literature review and descriptive analysis of consumer behaviour data. The findings indicate that technological literacy and labelling transparency are the primary determinants in increasing consumers' Willingness to Pay (WTP). This paper concludes that the transformation of nuclear-based agri-business requires effective risk communication strategies and robust collaboration between researchers, policymakers, and industry stakeholders to shift public perception from apprehension toward science-based acceptance.