Intentions of New Zealanders to purchase lamb or beef made using nanotechnology

Abstract

PurposeThis paper aims to provide an early assessment of key influences on intentions to purchase low fat lamb or beef made using nanotechnology.Design/methodology/approachData was gathered using a national postal survey of New Zealanders (N=565).FindingsThe new product was more acceptable than GM food. Most had a positive attitude and intention to purchase and were the type of person who would purchase (self‐identity). Most considered they had the support of people whose views are important to them (subjective norm) and few felt an impediment to purchasing (perceived behavioural control). Attitude, subjective norm, perceived behavioural control and self‐identity explained a good deal of intention (R2=0.64). There was also a strong link between a sum of beliefs about the risks and benefits of the new product and attitude (r=0.79).Research limitations/implicationsDifferences between the sample and the population could marginally affect projections of the descriptive results onto the population.Practical implicationsIdentifies a range of potentially dynamic factors that affect intentions. These have implications for informing the public and informing technology development.Originality/valueThis paper is of immediate value for those interested in public reactions to the new topic of the use of nanotechnology in food production.