Irradiation of food products is one of several techniques that reduce the risk of food-borne illness. Despite its advantages, the technique has been used sparingly because consumers are wary about this technology. A logit model is used to evaluate the impacts of demographic factors on attitudes toward purchasing foods that have been irradiated and toward paying more for irradiated foods. An important finding of this study is that consumers who are familiar with irradiation are significantly more likely to buy and pay more for irradiated products than those who have never heard of irradiation. This implies that educational programs aimed at informing consumers about the benefits of irradiation can work.