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March 14th, 2008
Foods produced using emerging nanotechnology are less likely to come up against consumer hurdles than genetically modified foods since they do not involve tinkering with genes, and therefore have a greater perception of naturalness, says a new paper.
The paper, to be published in the journal Trends in Food Science and Technology, sets out to assess the factors that affect public acceptance of innovative technologies and food products by reviewing existing literature on the subject.
Alongside the balance between perceived risks and perceived benefits, Michael Siegrist of the Institute for Environmental Decisions' Consumer Behaviour unit in Zurich, Switzerland, said that the perception of naturalness is all-important to the modern consumer, and drew upon a body of research suggesting that almost all the associations evoked by the work 'natural' were positive.
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