On Consumers' Acceptance of Nanotechnologies: An Italian Case Study

Nanotechnology represents a new frontier in food science with a great potential for many food sectors. Several studies have examined public’s benefits and risks perception of nanotechnology, but the literature on the factors influencing the public’s attitudes toward nanotechnology is rather limited. We investigate the willingness to buy for nanotechnology foods, and the role of risks and benefits perceptions. We use a structured questionnaire was submitted to consumers and Principal Component Analysis, followed by Structural Equation Model, were performed. We estimate the consumer willing to buy nanotechnology food for four nanotechnology applications, and conclude on a positive role of trust in institutions on willingness to buy food with nanotech applications, and on the (relatively lower) importance on consumers' attitudes toward health and innovations. Policy implications are also provided.