Consumer expectations and attitudes toward nanomaterials in foods

Many food companies are developing nanotechnology-modified food packaging and it is critical to understand the informational and attitudinal factors that influence public acceptance of nanopackaging. This chapter first reviews the market situation for nanotechnology in the food packaging industry, including the benefits and potential risks of nanotechnology application in the food industry, the market trend for nanotechnology in food, consumer acceptance of nanotechnology in food, and the possible factors affecting consumer acceptance. Then a case study will be presented that uses an experimental auction with real nanopackaged products to test and compare consumer acceptance of nanopackaged food products with information from various sources. The case study results indicate consumer acceptance for and attitude toward nanopackaged food products are changing corresponding to the information perceived: for plain-labeled food products, a reliance on government regulation was the only determinant influencing participants’ willingness to pay; after general information about nanotechnology was given, participants were willing to pay more for nanopackaged products. This was affected by their general attitude toward new food technology and concerns about environment/health.