FOOD NANOTECHNOLOGY: EXPANDING THE PARAMETERS OF CONSUMER ACCEPTANCE

  • Hallman, William K. (PI)

Project Details

Description

Food production, processing, and packaging and agricultural practices are already being transformed as the result of the research, development, and adoption of nanotechnology and nanoscale materials. While a few such products are already available on the market, many more are in the research and development stage. The potential market for such food and agricultural products is projected to be enormous. As a result, both government and the food industry are making large investments in nanotechnology. However, the returns on these investments can only be realized if customers are willing to buy the resulting products. As such, whether the promise of nanotechnology can be fulfilled depends as much upon consumers' perceptions and acceptance of nanotech products as it does on the ability to create them. Thus, the success of food and agricultural nanotechnology depends both on the ability to manipulate matter at the nanoscale and to successfully market the resulting products. Rather than investing in the creation of nanotech-based products and then trying to convince consumers that they should accept those products and the technology used to produce them, many have called for a more thoughtful approach to investing in the development of food nanotechnology. This more market-driven approach suggests that investments should be made first in technologies and products that are most likely to appeal to consumers, thus finding a ready market. Such valued products would then introduce the technology to consumers and give them positive experiences with it, perhaps paving the way for other applications.Research strongly supports the idea that where people start in their imaginations about nanotechnology appears to influence their ability to think about nanotech as applied to food. The images used to communicate with consumers about nanotechnology in the popular media are likely to form the basis for those starting points, so are worth particular examination and evaluation. Recognizing that visuals are key to the public understanding of complex science concepts, this research will use a combination of eye tracking and survey methodologies to evaluate the role of nanotechnology images in the public understanding of and possible acceptance of food nanotechnology and the relationship of image to interpretation.

StatusFinished
Effective start/end date3/15/159/14/18

Funding

  • National Institute of Food and Agriculture: $450,000.00

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