Consumer acceptance of precision fermentation technology: A cross-cultural study

TY - JOUR

T1 - Consumer acceptance of precision fermentation technology

T2 - A cross-cultural study

AU - Banovic, Marija

AU - Grunert, Klaus G.

PY - 2023/8

Y1 - 2023/8

N2 - Technological advances in precision fermentation hold great potential for transformative changes in the agri-food system, addressing crucial environmental and food security challenges. However, the successful adoption of this technology hinges on consumer acceptance, which plays a pivotal role in determining its market success. To shed light on consumer acceptance of precision fermentation technology, three studies were conducted. Study 1 found that adopting natural (vs. sustainable) framing positively influenced acceptance (N = 308). Study 2 revealed that the information supporting use of representative heuristic can effectively enhance technology acceptance (N = 300). Furthermore, Study 3 proposed and tested the technology acceptance model in a cross-cultural setting (N = 3032), indicating that when prompting similarity to traditional fermentation positively influenced consumer perceptions. This further fosters higher levels of trust and perceived benefits, significantly impacting consumer acceptance and intention to purchase new products derived from precision fermentation technology. These insights emphasize the critical role of consumer acceptance in driving the adoption and market success of precision fermentation.

AB - Technological advances in precision fermentation hold great potential for transformative changes in the agri-food system, addressing crucial environmental and food security challenges. However, the successful adoption of this technology hinges on consumer acceptance, which plays a pivotal role in determining its market success. To shed light on consumer acceptance of precision fermentation technology, three studies were conducted. Study 1 found that adopting natural (vs. sustainable) framing positively influenced acceptance (N = 308). Study 2 revealed that the information supporting use of representative heuristic can effectively enhance technology acceptance (N = 300). Furthermore, Study 3 proposed and tested the technology acceptance model in a cross-cultural setting (N = 3032), indicating that when prompting similarity to traditional fermentation positively influenced consumer perceptions. This further fosters higher levels of trust and perceived benefits, significantly impacting consumer acceptance and intention to purchase new products derived from precision fermentation technology. These insights emphasize the critical role of consumer acceptance in driving the adoption and market success of precision fermentation.

KW - Consumer acceptance

KW - Cross-cultural

KW - EU countries

KW - Goal framing

KW - Precision fermentation technology

KW - Representative heuristic

UR - http://www.scopus.com/inward/record.url?scp=85165529892&partnerID=8YFLogxK

U2 - 10.1016/j.ifset.2023.103435

DO - 10.1016/j.ifset.2023.103435

M3 - Journal article

AN - SCOPUS:85165529892

SN - 1466-8564

VL - 88

JO - Innovative Food Science and Emerging Technologies

JF - Innovative Food Science and Emerging Technologies

M1 - 103435

ER -