Food Technology Neophobia Scales in cross-national context: Consumers' acceptance of food technologies between Chinese and New Zealand.

Abstract

An increasing number of novel food technologies have been developed to meet consumers' growing desire for safe and high-quality foods. However, consumers can be cautious of novel food technologies, and their acceptance cannot be guaranteed. Food Technology Neophobia Scales (FTNS) have been proven to be an effective tool to predict consumers' behavior toward novel food technologies in a range of individual countries, but not for cross-national contexts. To fill the gap, this study designed a survey involving 604 Chinese and 614 New Zealand respondents, investigating the influence of consumers' food technology neophobia (FTN) on their acceptance of food technologies. Chinese respondents' FTNS score (50.62) was lower than that of New Zealand respondents (55.02), which was in line with the finding that Chinese respondents' acceptance of all tested food technologies was higher than New Zealand respondents (0.34-0.86 in a Likert-7 scale). Chinese respondents' acceptance was determined by their perception of benefits, whereas New Zealand respondents were influenced by their perception of both benefits and risks. The findings conclude that FTNS is a valid tool to reflect consumers' acceptance of novel food technologies in cross-national contexts, although the influence of FTN varies among consumers from different countries. PRACTICAL APPLICATION: China has the largest food market, and New Zealand is a leading food exporter. Understanding their consumers' acceptance of and attitudes toward food technologies will help food companies implement appropriate strategies in developing and using novel technologies. Because FTNS first was constructed in 2008, it has been applied in Australia, Italy, Canada, Finland, Korea, China, Chile, Brazil, and Uganda; the findings of this study will allow these individual studies on FTNS to better connect, help food companies predict consumer acceptance of food technologies in the global market, and help them identify early adopters of novel food technologies in new food markets.