Willingness to try food with the application of nanotechnology

Abstract

The objective of this paper is to propose a model to evaluate the factors that influence the willingness to try (WTT) food with the application of nanotechnology. The research was conducted with Brazilian consumers who are responsible for the purchase of food (n = 244). The data was analyzed with PLS-SEM. The results showed that the perception of food safety and appropriate nutrition aspects had significant positive effects on the willingness to try food with the application of nanotechnology, while the level of sustainable food consumption was not significant as well as food neophobia and the perception of technology. An additional result demonstrated that there is a difference between the WTT of Millennials and Generation X, indicating more openness of Millennials. Considering the significant variables, policymakers, institutions, and researchers involved in the nanotechnology market must strive to provide the consumer with better information on the benefits of food with the application of nanotechnology, its relationship with the environment, and its nutritional and safety advantages when compared to conventional food. Only with proper information can consumers develop values and perform the most adequate behavior for them.