Although food irradiation is deemed safe and endorsed by health-related organizations worldwide, consumers are reluctant to accept the technology. Yet, consumer acceptance is critical as food irradiation has significant potential for increasing the safety and availability of food globally. To communicate about food irradiation, science communicators should understand the psychology behind consumers’ decision making related to irradiated foods. Using empirical research, we developed a theoretical model and used structural equation modeling to determine how nine variables affect consumers’ behavioral intentions toward irradiated ground beef. We purchased a national quota sample from Qualtrics and surveyed N = 1102 U.S. consumers. The model explained 60.3% of the variance in consumers’ attitudes toward food irradiation and 55.4% of their behavioral intentions toward irradiated ground beef. Attitude had the largest positive, total effect on consumers’ behavioral intentions, which was followed by subjective social norm and perceived benefit. Perceived risk had the largest negative, total effect on behavioral intentions. Attitude mediated the effect of subjective social norm, perceived benefit, perceived risk, objective knowledge, and food technology neophobia. Environmental concern and health consciousness did not significantly affect behavioral intention. Science communicators should develop messaging strategies that seek to improve consumer acceptance with these factors in mind.

The agricultural sector is facing significant challenges due to the projected U.S. population in 2050, indicating farmers need to adopt conservation practices to sustain the land and feed the growing population. Many farmers recognize this need and the importance of adopting sustainable practices, and they are likely already doing so. The purpose of our study, then, was to explore significant predictors of farmers’ behaviors toward soil health practices. Data were collected from a sample of U.S. wheat farmers from the top wheat-producing states using a cross-sectional survey design. Guided by the theory of normative social behavior, we conducted descriptive statistics, an ANOVA, and a multiple linear regression to answer two research questions: (a) How do demographic characteristics of U.S. wheat farmers influence soil health behavior?; and (b) To what extent do descriptive norms, injunctive norms, outcome expectations, and identity predict wheat farmers’ behaviors regarding soil health practices? Producers were predominantly older, white males with a college education, large farms, and conservative political views. Demographic characteristics did not significantly influence farmers’ soil health behavior, and identity was the only significant predictor of their behavior toward soil health practices. Therefore, we recommend tailored educational programming related to identity and further research to explore predictors of soil health behavior.