Abstract
The purpose of this study is to investigate the factors that motivate nanotechnology adoption in the food industry. The study collects 101 responses from food industry operators in Klang Valley, Malaysia, via a quantitative field survey. The data was analysed using Structural Equation Modelling (SEM). The findings show that effort expectation, price value, and trust have no statistical impact on nanotechnology adoption, whereas performance expectancy and top management support have positive effects. Given that this study is one of the few that investigates factors influencing nanotechnology adoption, it should give useful information for future studies on the food industry and nanotechnology adoption among researchers and practitioners.
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