Acceptance of nanotechnology foods: a conjoint study examining consumers' willingness to buy

Purpose - The purpose of this paper is to examine consumers' willingness to buy health-beneficial food products produced using nanotechnology. Design/methodology/approach - Data were collected from two representative mail surveys conducted in Switzerland (n = 255 and n = 260, respectively). Consumers' decision-making process was modeled using conjoint analysis. Findings - Results suggest that consumers attribute a negative utility to nanotechnology foods, even though the products had a clear benefit for the consumers. Results suggest that consumers are interested in products with additional health effects only when the effect is due to natural additives. Research limitations/implications - Other descriptions of nanotechnology may result in other evaluations. Practical implications - The study suggests that attitudes towards nanotechnology should be taken into account at an early stage of product development. Originality/value - This paper is of value to those interested in nanotechnology and food.