Conjoint analysis as a tool to identify improvements in the packaging for irradiated strawberries

Consumers have shown aversion for the term “irradiation”, obligatorily present in packages of irradiated food. Through ratings based conjoint analysis (RBCA) and modified-choice based conjoint analysis (MCBCA) we quantified the effect of characteristics of packages of irradiated strawberries on purchase intent and likelihood of choosing this product. The factors “explanatory information” and “radura symbol” affected consumer assessment. The factor called “preservation method information” showed no significant effect (p = 0.405). Thus, the best packaging should present the information “food treated by ionisation process” or “food treated by irradiation process”, “to ensure the freshness and quality for a longer time” and should have the presence of radura symbol. Brazilian and U.S. laws require the use of the term “irradiation”. Therefore, changes in legislation may not be necessary. These results assist in the production of packaging for irradiated strawberries, providing important information for assessing the primary factors that result in a greater intent to select and purchase this product.