How Consumers Process Complex Information Related to Food Biotechnology: The Case of Citrus Greening

Abstract

ABSTRACTThe purpose of this study was to understand how consumers process information about different applications of biotechnology in food. The context of this study was the case of citrus greening, a bacterial disease infecting citrus groves around the world. The most promising solution to this disease involves the use of biotechnology, but it will be important to understand how consumers form attitudes toward food treated in this way to successfully bring the product to market. Social judgment theory and Elaboration Likelihood Model (ELM) were used to guide the study, and eight focus groups (n = 73) were conducted to collect qualitative data from a sample of citrus consumers from four different regions in the USA. Evidence of ego involvement, peripheral cues, personal experiences, and knowledge seemed to be most indicative of assimilation, contrast, and non-commitment of information. Findings from this research can guide strategic marketing for novel food biotechnologies.