%0 Journal Article
%T Technology Resistance: The Case of Food Production Processes
%A Joseph W. Alba
%A Lisa E. Bolton
%A Yanmei Zheng
%J Journal of Public Policy & Marketing
%@ 1547-7207
%D 2019
%R 10.1177/0743915618812453
%X 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¡ªfood irradiation, genetic modification, biofabrication, and bug-based food¡ªthat 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
%K technology
%K food marketing
%K public understanding of science
%K scientific literacy
%K sustainability
%U https://journals.sagepub.com/doi/full/10.1177/0743915618812453