Intentions of New Zealanders to purchase lamb or beef made using nanotechnology
Abstract
Purpose
This paper aims to provide an early assessment of key influences on intentions to purchase low fat lamb or beef made using nanotechnology.
Design/methodology/approach
Data was gathered using a national postal survey of New Zealanders (N=565).
Findings
The new product was more acceptable than GM food. Most had a positive attitude and intention to purchase and were the type of person who would purchase (self‐identity). Most considered they had the support of people whose views are important to them (subjective norm) and few felt an impediment to purchasing (perceived behavioural control). Attitude, subjective norm, perceived behavioural control and self‐identity explained a good deal of intention (R2=0.64). There was also a strong link between a sum of beliefs about the risks and benefits of the new product and attitude (r=0.79).
Research limitations/implications
Differences between the sample and the population could marginally affect projections of the descriptive results onto the population.
Practical implications
Identifies a range of potentially dynamic factors that affect intentions. These have implications for informing the public and informing technology development.
Originality/value
This paper is of immediate value for those interested in public reactions to the new topic of the use of nanotechnology in food production.
Keywords
Citation
Cook, A.J. and Fairweather, J.R. (2007), "Intentions of New Zealanders to purchase lamb or beef made using nanotechnology", British Food Journal, Vol. 109 No. 9, pp. 675-688. https://doi.org/10.1108/00070700710780670
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited