TY - JOUR
T1 - Technology Resistance
T2 - The Case of Food Production Processes
AU - Zheng, Yanmei
AU - Bolton, Lisa E.
AU - Alba, Joseph W.
N1 - Funding Information:
The authors disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This research was supported in part by a grant from the Smeal College of Business.
Publisher Copyright:
© American Marketing Association 2019.
PY - 2019/4/1
Y1 - 2019/4/1
N2 - This article examines the relationship between food technology acceptance and the public’s food literacy, defined in terms of consumers’ scientific understanding of food technology. The research investigates four food technologies—food irradiation, genetic modification, biofabrication, and bug-based food—that have immense implications for consumer and societal well-being. The findings reveal complex relationships between consumer understanding of these technologies and acceptance that arise from the multidimensional nature of resistance. Using these results, the authors develop a framework for predicting and addressing consumer resistance to food technology. In addition, they explore the effectiveness of knowledge-based interventions that illustrate how marketing can enhance food literacy, reduce technology resistance, and enhance well-being. Finally, they describe how their findings also speak to the food policy, food marketing, food socialization, and food availability dimensions of the “food = well-being” paradigm.
AB - This article examines the relationship between food technology acceptance and the public’s food literacy, defined in terms of consumers’ scientific understanding of food technology. The research investigates four food technologies—food irradiation, genetic modification, biofabrication, and bug-based food—that have immense implications for consumer and societal well-being. The findings reveal complex relationships between consumer understanding of these technologies and acceptance that arise from the multidimensional nature of resistance. Using these results, the authors develop a framework for predicting and addressing consumer resistance to food technology. In addition, they explore the effectiveness of knowledge-based interventions that illustrate how marketing can enhance food literacy, reduce technology resistance, and enhance well-being. Finally, they describe how their findings also speak to the food policy, food marketing, food socialization, and food availability dimensions of the “food = well-being” paradigm.
UR - http://www.scopus.com/inward/record.url?scp=85070374429&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85070374429&partnerID=8YFLogxK
U2 - 10.1177/0743915618812453
DO - 10.1177/0743915618812453
M3 - Article
AN - SCOPUS:85070374429
SN - 0743-9156
VL - 38
SP - 246
EP - 262
JO - Journal of Public Policy and Marketing
JF - Journal of Public Policy and Marketing
IS - 2
ER -
