NANOTECHNOLOGY IN FOOD: A PATH MODEL ANALYSIS FOR CONSUMER WILLINGNESS TO BUY

Nanotechnology represents a new frontier in food science with a great potential in many food sectors: to improve sensory characteristics, health and safety. Since nanotechnology is an emerging field, few studies have analysed the interaction between the new technology and human population or environment, and the potential hazards of certain nanotechnology applications. A number of studies have examined the public’s benefits and risks perceptions of nanotechnology as well as public attitudes toward nanotechnology in the US and in Europe. However, there has been limited research conducted in Italy that evaluates the factors influencing the public’s attitudes toward nanotechnology. Therefore the aim of the study is to evaluate the influence of risk perception on the acceptance of nanotechnology food. The theoretical framework we adopted is a Path Model in which we assume that perceived benefits and perceived risks influence willingness to buy “nanotechnology food”. The model included variables such as trust in science, trust in food industry and retail, attitude toward technology, preference for healthy food, preference for organic products and preference for food supplements. Data was collected by means of an online survey administered on May and June 2015 to a sample of 500 respondents representing food purchaser in Italy. To achieve our goal a structured questionnaire was submitted to consumers and Principal Component Analysis, followed by Structural Equation Model, was performed. To estimate the parameters the STATA 10 program was used. Results show that trust in science and institutions has a significant effect on perceived benefits and perceived risks; preference for healthy food is correlated with perceived risks but not with perceived benefits. The model shows that perceived benefits explain a large part of variance in willingness to buy.