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Explore Consumers’ Willingness to Purchase Biotechnology Produced Fruit: An International Study

Food and Resource Economics Department, University of Florida, Gainesville, FL 32611, USA
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Academic Editor: Marian Rizov
Sustainability 2021, 13(22), 12882; https://doi.org/10.3390/su132212882
Received: 12 October 2021 / Revised: 13 November 2021 / Accepted: 18 November 2021 / Published: 21 November 2021
(This article belongs to the Special Issue Identification of Sustainable Consumer Behaviors)
While food biotechnology has been widely applied and benefited the food and agriculture sector, community acceptance of biotechnology is still low. The factors that drive consumer rejection of food biotechnology have been well studied, but knowledge on the factors that drive willingness to purchase, particularly on an international level, is limited. This study aims to identify driving factors for respondents’ willingness to purchase fresh fruit produced with biotechnology, using an international survey conducted in the US, Canada, UK, France, and South Korea. While the overall willingness to purchase biotechnology produced fruit is low across countries, French consumers have the highest rate of willingness to purchase biotechnology produced fresh fruit among studied countries, followed by South Korea. The factors influencing respondents’ willingness to purchase include demographics, lifestyle, and shopping behavior. While respondents behave differently across countries, factors like environmental awareness, self-reported healthiness, and habits of eating away from home, have been found to enhance the willingness to purchase biotechnology produced fruit across countries. View Full-Text
Keywords: biotechnology; consumers; fresh fruit; international study biotechnology; consumers; fresh fruit; international study
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MDPI and ACS Style

Heng, Y.; Yoon, S.; House, L. Explore Consumers’ Willingness to Purchase Biotechnology Produced Fruit: An International Study. Sustainability 2021, 13, 12882. https://doi.org/10.3390/su132212882

AMA Style

Heng Y, Yoon S, House L. Explore Consumers’ Willingness to Purchase Biotechnology Produced Fruit: An International Study. Sustainability. 2021; 13(22):12882. https://doi.org/10.3390/su132212882

Chicago/Turabian Style

Heng, Yan, Sungeun Yoon, and Lisa House. 2021. "Explore Consumers’ Willingness to Purchase Biotechnology Produced Fruit: An International Study" Sustainability 13, no. 22: 12882. https://doi.org/10.3390/su132212882

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