Social representation of new foods has a stable structure based on suspicion and trust

Abstract

Three data sets, collected in 2001 ( N = 734), 2002 ( N = 1156), and 2004 ( N = 1113), were compared to verify the structure and identify changes in the social representation (SR) of new foods in Finland, based on a 27-item questionnaire. The three data sets indicated a great stability of five SR components: suspicion of new foods, adherence to technology, adherence to natural food, eating as an enjoyment, and eating as a necessity. Drawn on the relationships between these components, it is suggested that the stable core of the SR is trust, as a counterpart of suspicion. Adherence to natural food and adherence to technology are the opposite themata organized around this core. While the core elements are stable, individual variation is expressed in relation to the measurable five components. Applying the SR theory in the food domain brings added value to current thinking of new foods as it enables theoretical organization of their social concepts.