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Understanding Consumer Attitudes Toward Food Technologies in Canada

Authors

  • Spencer Henson,

    Corresponding author
      *Address correspondence to Spencer Henson, Department of Food, Agricultural, and Resource Economics, University of Guelph, Guelph, Ontario N1G 2W1, Canada; tel: +1-519-824-4120; shenson@uoguelph.ca.
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      Department of Food, Agricultural, and Resource Economics, University of Guelph, Guelph, Ontario, Canada.

  • Mamane Annou,

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      Department of Food, Agricultural, and Resource Economics, University of Guelph, Guelph, Ontario, Canada.

  • John Cranfield,

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      Department of Food, Agricultural, and Resource Economics, University of Guelph, Guelph, Ontario, Canada.

  • Joanne Ryks

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      School of Engineering, University of Guelph, Guelph, Ontario, Canada.


*Address correspondence to Spencer Henson, Department of Food, Agricultural, and Resource Economics, University of Guelph, Guelph, Ontario N1G 2W1, Canada; tel: +1-519-824-4120; shenson@uoguelph.ca.

Abstract

This article reports a study on consumer attitudes to 21 food and nonfood technologies in Canada. The study involves repertory grid interviews with 36 food consumers, the data from which are analyzed using generalized Procrustes analysis. Results highlight the role of perceived risk and perceived benefit in determining the acceptability of the technologies, with individual technologies lying along a continuum between the two. For technology as a whole and the 21 specific technologies, the perceived risk and perceived benefit constructs were the dominant determinants of consumer acceptability. While perceptions of perceived risk and perceived benefit differed between individual respondents, there were very limited consistent relations with a range of sociodemographic variables.

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