Protection motivation and communication through nanofood labels : improving predictive capabilities of attitudes and purchase intentions toward nanofoods

Abstract

The development and use of nanotechnology in the food industry (nanofood) have grown steadily. While visions for nanofood suggest that the applications will improve quality and safety, they are also controversial for several reasons including potential health risks coupled with difficulty in assessing low-dosage nanoparticle risks as well as values-based objections. In recent years, debate over nanofoods has sparked inquiry into factors that predict public attitudes and purchase intentions. Such studies have investigated the roles of demographics and sociographics, value predispositions toward science and technology, preferences for natural products, trust in regulatory agencies, scientific knowledge, and media attention. This study assesses the role of each of these factors in shaping public attitudes toward nanofood and improves the predictive models by evaluating concepts from protection motivation theory. We find that incorporating threat and coping appraisals provides the best predictive models of public attitudes and intention to purchase nanofood products.