Technology Resistance: The Case of Food Production Processes

Abstract

This article examines the relationship between food technology acceptance and the public’s food literacy, defined in terms of consumers’ scientific understanding of food technology. The research investigates four food technologies—food irradiation, genetic modification, biofabrication, and bug-based food—that have immense implications for consumer and societal well-being. The findings reveal complex relationships between consumer understanding of these technologies and acceptance that arise from the multidimensional nature of resistance. Using these results, the authors develop a framework for predicting and addressing consumer resistance to food technology. In addition, they explore the effectiveness of knowledge-based interventions that illustrate how marketing can enhance food literacy, reduce technology resistance, and enhance well-being. Finally, they describe how their findings also speak to the food policy, food marketing, food socialization, and food availability dimensions of the “food = well-being” paradigm.