Consumer attitudes and communication challenges for agro-food technologies.

摘要

Consumer attitudes towards agro-food technologies are described. The main factors that shape consumer acceptance or rejection are highlighted and their connections to risk perception are considered. Evidence from beef processing technologies confirms that the presence of a bioactive component or safety enhancing benefit associated with the technology fuels consumer concern. Communication challenges are discussed, particularly the challenge to find the right balance between informing markets in a transparent way without overloading them with too much information detail.