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- Title
Explore Consumers' Willingness to Purchase Biotechnology Produced Fruit: An International Study.
- Authors
Heng, Yan; Yoon, Sungeun; House, Lisa
- Abstract
While food biotechnology has been widely applied and benefited the food and agriculture sector, community acceptance of biotechnology is still low. The factors that drive consumer rejection of food biotechnology have been well studied, but knowledge on the factors that drive willingness to purchase, particularly on an international level, is limited. This study aims to identify driving factors for respondents' willingness to purchase fresh fruit produced with biotechnology, using an international survey conducted in the US, Canada, UK, France, and South Korea. While the overall willingness to purchase biotechnology produced fruit is low across countries, French consumers have the highest rate of willingness to purchase biotechnology produced fresh fruit among studied countries, followed by South Korea. The factors influencing respondents' willingness to purchase include demographics, lifestyle, and shopping behavior. While respondents behave differently across countries, factors like environmental awareness, self-reported healthiness, and habits of eating away from home, have been found to enhance the willingness to purchase biotechnology produced fruit across countries.
- Subjects
SOUTH Korea; FRUIT; FOOD habits; FOOD biotechnology
- Publication
Sustainability (2071-1050), 2021, Vol 13, Issue 22, p12882
- ISSN
2071-1050
- Publication type
Article
- DOI
10.3390/su132212882