Acceptance of nanotechnology foods: a conjoint study examining consumers' willingness to buy

摘要

Purpose - The purpose of this paper is to examine consumers' willingness to buy health-beneficialrnfood products produced using nanotechnology.rnDesign/methodology/approach - Data were collected from two representative mail surveysrnconducted in Switzerland (n = 255 and n = 260, respectively). Consumers' decision-making processrnwas modeled using conjoint analysis.rnFindings - Results suggest that consumers attribute a negative utility to nanotechnology foods, evenrnthough the products had a clear benefit for the consumers. Results suggest that consumers arerninterested in products with additional health effects only when the effect is due to natural additives.rnResearch limitations/implications - Other descriptions of nanotechnology may result in otherrnevaluations.rnPractical implications - The study suggests that attitudes towards nanotechnology should berntaken into account at an early stage of product development.rnOriginality/value - This paper is of value to those interested in nanotechnology and food.