Nutrition, safety key to consumer acceptance of nanotech, genetic modification in foods

New research from North Carolina State University and the University of Minnesota shows that the majority of consumers will accept the presence of nanotechnology or genetic modification (GM) technology in foods - but only if the technology enhances the nutrition or improves the safety of the food.

"In general, people are willing to pay more to avoid GM or nanotech in foods, and people were more averse to GM tech than to nanotech," says Dr. Jennifer Kuzma, senior author of a paper on the research and co-director of the Genetic Engineering in Society Center at NC State. "

However, it's not really that simple. There were some qualifiers, indicating that many people would be willing to buy GM or nanotech in foods if there were health or safety benefits."

The researchers conducted a nationally representative survey of 1,117 U.S. consumers. Participants were asked to answer an array of questions that explored their willingness to purchase foods that contained GM tech and foods that contained nanotech. The questions also explored the price of the various foods and whether participants would buy foods that contained nanotech or GM tech if the foods had enhanced nutrition, improved taste, improved food safety, or if the production of the food had environmental benefits.