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The present research study particularly focused on estimating the intangible cost of food borne illnesses by assessing the household’s willingness to pay for irradiation. In order to measure the willingness of consumers for irradiation, the contingent valuation method (CVM) method was used. To assess the consumer’s attitude, the primary data was gathered through questionnaire in Peshawar from 207 households to examine their willingness to pay for irradiated poultry meat. In this Tobit regression model was used check the effect of significant factor on willingness to pay for irradiation of poultry meat. The households which suffered from food borne illnesses put significant premium amount for irradiated poultry meat and the age variable were also significant at 5% significance level. Also, the households with higher education and high-income households showed significantly maximum willingness to pay for irradiated poultry meat. As households perceived unsafe the poultry meat. Thus the findings of present research study will help the concerned authorities to know about the consumers attitude towards irradiated poultry meat and the consumers concerns about irradiation process and by it the concerned authorities will be able to take necessary steps in order to bring down the reluctance of consumers about safety of poultry meat by encouraging the acceptance of irradiated poultry meat in consumers.

Keywords: Irradiated Food, Food Borne Illness, WTP, Tobit Model, Public Health.