Progress 01/01/09 to 12/31/11
Outputs
OUTPUTS: Study 1 Study 1 was a series of individual semi-structured interviews (N = 31; 19 women, 19-66 years; 12 men, 18-65 years) completed July 2009. After an initial interview protocol, participants were given the opportunity to review the NNI brochure Nanotechnology: Big Things from a Tiny World . They were then re-asked previous questions on knowledge and perceptions of nanotechnology and food-based nanotech. After the questions, participants were offered the opportunity to taste two conventional, commercially available, ready-to-eat food items (corn chips, vanilla pudding). Corn chips were described as either containing freshness nanosensors, or stored in a package with freshness nanosensors. The vanilla pudding was described as either prepared with nanotech to enhance vanilla flavoring or prepared with nanotech to enhance vitamin content. The participants were asked questions regarding their thoughts and initial impressions concerning the products and rated the food on a number of factors: including how likely they would be to purchase the food for themselves or family, affective responses to the food, and their safety ratings of the food. Participants were then presented with nine possible food products incorporating or packaged in nanotech and asked questions about whether they saw the nanotech application as a benefit, and likelihood to buy or try the product. Participants were then debriefed both verbally and via a handout that the food did not contain any nanomaterials. In addition, each participant was given a handout with a brief overview of nanotech listing of websites to find more information, and given the opportunity to have any questions answered. Study 2 Study 2 was a web-based national survey conducted by Knowledge Networks. The survey pretest was conducted between March 31, 2010 and April 5, 2010. A total of 100 Knowledge Networks panelists aged 18 and over were invited to participate in the pretest; the primary goals of the pretest were to ensure the correct survey functionality and estimate the questionnaire length. Of the 100 panelists invited to participate, 61 completed the pretest. The national survey was fielded between April 9, 2010 and April 27, 2010. A total of 1836 Knowledge Networks panelists aged 18 and over were invited to participate in the main survey. A total of 1210 panelists completed the survey at a survey completion rate of 65.9%. Study 3 The activities of this project include the conduct and analysis of a consumer taste study on foods that were purportedly produced with nanoscale materials. Surveys of consumer knowledge and attitudes towards nanotechnology foods were also administered and analyzed. The experiments were conducted by graduate students and others as part of their research training. The findings of this study resulted in new fundamental knowledge regarding consumer awareness and acceptance of food nanotechnology. The results were disseminated locally at a poster competition on the University campus and nationally at a professional conference. PARTICIPANTS: PI: William K. Hallman, Ph.D. Dr. Richard D. Ludescher, Dean, Cook Campus Professor, Department of Food Science, Rutgers University Dr. Beverly J. Tepper, Professor, Department of Food Science, Rutgers University Dr. Dietram A. Scheufele, Professor of Life Sciences Communication and Journalism & Mass Communication, University of Wisconsin Dr. Cara L. Cuite, Research Assistant Professor, Food Policy Institute, Rutgers University Dr. Mary L. Nucci, Research Assistant Professor, Human Ecology, Rutgers University TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
Study 1 The majority (52%) of the participants reported knowing little about nanotech; no participant was able to describe key attributes. Twenty two percent could not produce any associations between nanotech and food. After reviewing the NNI brochure, less than half used terms about size when asked to describe nanotechn. Thirty five percent linked nanotech to food through time and size concepts while 38% linked food to nanotech through purification or preventing contamination. Nearly all of the associations mentioned with regard to nanotech were positive or neutral. When prompted by health, religious, ethical/moral, environmental questions, 84% of participants noted concerns. Only one participant declined to try either the corn chip or vanilla pudding described as containing nanotechn; four declined to taste one of the food products. Seventy four percent said they would buy the chips and pudding. Reasons for rejection included brand, taste, and concerns about health. Of those who would not buy the products, 45% did not see any value added by the applications. There were more negative responses regarding willingness to try or buy the nine possible food products described after the food tasting. Only five were willing to try or buy all of the products; one individual was unwilling to try any. A mismatch in perceived benefits, concerns about ingesting nanotech or transference of nanotech from the package into the food were cited as reasons for not disapproval. Study 2 Data were collected by an Internet survey in April, 2010. A nationally representative sample of 1210 American adults responded to the 20-minute survey. Initial levels of acceptance of nanotechn were very low. Findings indicate that the product features significantly affected level of approval: product benefits, congruence between product and benefit, and where the nanotech materials are located. Certain applications to food products were more acceptable than others. Study 3 Cherry tomatoes and chocolate ice cream were evaluated by a consumer panel of 161 participants. The majority gave high acceptability ratings to foods claimed to include nanotech and were willing to buy these foods. All samples were equally liked whether or not they claimed nanotechn benefits. Most (75-86%) were willing to buy the nanotech foods; sensory appeal and nanotech benefits were the principle reasons for doing so. For those not willing to buy, low sensory appeal was the primary reason. Results suggest that nanotech foods are acceptable to the majority of consumers particularly to those who have a positive attitude towards this technology. The project has resulted in one Masters Degree: Lina Kuang (2011, Food Science). Sensory acceptability and willingness to buy foods with nanotechnology benefits. Directed by Dr. Beverly Tepper. Dr. Hallman was appointed as a Member of the Board of Visitors of the NSF- funded Center for Nanotechnology in Society at Arizona State University, 2010-2015. We sponsored the half-day symposium Understanding Consumer's Acceptance of Food Nanotechnology: Research and dialogue attended by approximately 75 individuals representing academia, industry, government, and consumers.
Publications
- Publications: Nucci, M.L. & Hallman, W.K. (2013). The role of public (mis)perceptions in the acceptance of new food technologies: Implications for food nanotechnology applications. In Wright, D. (Ed.), Communication Practices in Engineering, Manufacturing, and Research for Food, Drug, and Water Safety. Wiley-IEEE Press.
- Nucci, M.L. & Hallman, W.K. (2012). Food and scientific illiteracy. Museums and Social Issues, 7, 59-70.
- Nucci, M.L. & Hallman, W.K. (2012). Mork and Mindy, canola oil and mustard gas: The dilemma of scientific illiteracy in decisions about food and health. Goodwin, J.(Ed.), Between scientists and citizens: Proceedings of a conference at Iowa State University, June 1-2, 2012.
- Presentations: Hallman, W. K. (2011). Are American Consumers Ready for Food Nanotechnology Invited presentation to the University of Wisconsin-Madison Nanoscale Science and Engineering Center UW-NSEC NSF Symposium. Madison, Wisconsin.
- Hallman, W. K. (2009). Food nanotechnology: Understanding the parameters of consumer acceptance. Invited presentation to the United States Department of Agriculture National Research Initiative nanotechnology grantees conference, Santa Fe, New Mexico.
- Hallman, W. K. (2011). Are American consumers ready for food nanotechnology Poster presented at the 23rd Conference of the International Society for Environmental Epidemiology (ISEE). Barcelona, Spain.
- Hallman, W. K., Cuite, C. L. & Scheufele, D.A. (2010). Public perceptions of food-based nanotechnology. Paper presented at the 30th annual meeting of the Society for Risk Analysis, Salt Lake City, Utah.
- Hallman, W. K., & Nucci, M. L. (2010). Examining Consumers Perceptions of Nanotechnology for Food Safety: A Baseline Study. Paper presented at the 97th annual meeting of the International Association for Food Protection, Anaheim, California.
- Kuang, L, Tepper BJ, Cuite C, Hallman, WH. (2011). Sensory acceptability and willingness to buy foods with naontechnology benefits: A preliminary report. Institute of Food Technologists, New Orleans, LA, 2011.
- Nucci, M.L. Twenty Years of Nanotechnology on Television News: Does Anyone Know What It Is (2009). New Technologies: Risks, Responsibilities, and Rhetoric, Association for Rhetoric in Science and Technology Pre-Conference. National Communication Association Annual Meeting, November 11.
- Nucci, M.L. (2012). The Gender Divide in Nanotechnology Food Food Networks: Gender and Foodways, University of Notre Dame, South Bend, Indiana. January 26-28.
- Nucci, M.L. and Hallman, W.K. (2010). Examining Consumers Perceptions of Nanotechnology for Food Safety: A Baseline Study. International Association for Food Protection Annual Meeting. August 1-4.
- Nucci, M.L. & Hallman, W.K. (2010). I dont want to think about eating technology: Inserting nanotech into our food/culture. Chew On This: Food Studies in Communication. National Communication Association Annual Convention Pre-Conference. San Francisco, CA, November 13.
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Progress 01/01/10 to 12/31/10
Outputs
OUTPUTS: Study 2 of the project was completed. Study 2 was a web-based national survey conducted by Knowledge Networks. The survey pretest was conducted between March 31, 2010 and April 5, 2010. A total of 100 Knowledge Networks panelists aged 18 and over were invited to participate in the pretest; the primary goals of the pretest were to ensure the correct survey functionality and estimate the questionnaire length. Of the 100 panelists invited to participate, 61 completed the pretest. The national survey was fielded between April 9, 2010 and April 27, 2010. A total of 1836 Knowledge Networks panelists aged 18 and over were invited to participate in the main survey. A total of 1210 panelists completed the survey at a survey completion rate of 65.9%. Hallman, W. K., Cuite, C. L. & Scheufele, D.A. (December 8, 2010). Public perceptions of food-based nanotechnology. Paper presented at the 30th annual meeting of the Society for Risk Analysis, Salt Lake City, Utah. Hallman, W. K., & Nucci, M. L. (August 3, 2010). Examining Consumers' Perceptions of Nanotechnology for Food Safety: A Baseline Study. Paper presented at the 97th annual meeting of the International Association for Food Protection, Anaheim, California. Nucci, M.L. and Hallman, W.K. (2010). Examining Consumer's Perceptions of Nanotechnology for Food Safety: A Baseline Study. International Association for Food Protection Annual Meeting. August 1-4, 2010. Nucci, M.L. & Hallman, W.K. (2010). "I don't want to think about eating technology": Inserting nanotech into our food/culture. Chew On This: Food Studies in Communication. National Communication Association Annual Convention Pre-Conference. San Francisco, CA, November 13, 2010. PARTICIPANTS: Two graduate students are working toward completing Master's degrees using data from the project. TARGET AUDIENCES: The results of the project should be useful to academics, policy makers, the food industry, and consumers. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
Study 2 resulted in a change in knowledge: Data were collected by an Internet survey research firm during the month of April, 2010. A nationally representative sample of 1210 American adults enrolled in the company's existing online panel responded to the 20-minute survey (66% completion rate). Initial levels of acceptance of nanotechnology were very low. For example, on an 11 point scale, where 0 represented "strongly disagree" and 10 was "strongly agree," the mean rating for "I would eat foods labeled as containing nanotechnology" was 2.5, and 74% of respondents gave the statement a rating of 4 or lower. However, the survey findings also indicate that a number of features of the product significantly affect Americans' expressed level of approval of nanotechnology in food products. These include: the specific product benefits (food safety and health benefits were the highest ranked), the congruence between product type and benefit type (health benefits were preferred in healthy foods rather than the same benefits in less healthy foods), the specific nanotech materials used (plant-based nanotechnology was preferred), and where the nanotech materials are located (nanotech packaging is preferred over having nanomaterials in the product or applied to the outside of the food). The findings indicate that while overall acceptance of nanotech foods may be low, certain applications of nanotechnology to food products are seen as more acceptable than others.
Publications
- No publications reported this period
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Progress 01/01/09 to 12/31/09
Outputs
OUTPUTS: To understand how consumers are likely to perceive nanotech foods this project is comprised of a coordinated set of qualitative and quantitative studies. The first study explores how people are likely to view food nanotechnology given their existing limited knowledge about nanotechnology, and explores initial impressions, concerns, and reactions to realistic nanotech food products. The second study is a nationally representative sample of 1200 respondents to will elicit receptivity to and stated preferences regarding the characteristics and uses of food nanotech. The third study will use revealed preferences approach, presenting consumers with realistic food products purportedly containing nanoparticles and asking them to evaluate the product's sensory and hedonic, and indicate preferences and receptivity to the products after having been asked to taste them. Study 1 was completed July 2009. Thirty-one subjects (19 women, 19-66 years; 12 men, 18-65 years) participated in individual semi-structured interviews. After an initial interview protocol, participants were given the opportunity to review the NNI brochure Nanotechnology: Big Things from a Tiny World . They were then re-asked previous questions on knowledge and perceptions of nanotechnology and food-based nanotech. After the questions, participants were offered the opportunity to taste two conventional, commercially available, ready-to-eat food items (corn chips, vanilla pudding). Corn chips were described as either containing freshness nanosensors, or stored in a package with freshness nanosensors. The vanilla pudding was described as either prepared with nanotech to enhance vanilla flavoring or prepared with nanotech to enhance vitamin content. The participants were asked questions regarding their thoughts and initial impressions concerning the products and rated the food on a number of factors: including how likely they would be to purchase the food for themselves or family, affective responses to the food, and their safety ratings of the food. Participants were then presented with nine possible food products incorporating or packaged in nanotech and asked questions about whether they saw the nanotech application as a benefit, and likelihood to buy or try the product. Participants were then debriefed both verbally and via a handout that the food did not contain any nanomaterials. In addition, each participant was given a handout with a brief overview of nanotecha listing of websites to find more information, and given the opportunity to have any questions answered. The results of this study are being prepared for publication; the first paper will be submitted this month. Additional papers are in development. An abstract, Examining Consumer's Perceptions of Nanotechnology for Food Safety: A Baseline Study (Nucci, M.L. and Hallman, W.K.) has been submitted to the International Association for Food Protection Annual Meeting, scheduled for August 1-4, 2010. Study 2, the national survey, will be web-based and conducted by Knowledge Networks. The survey instrument is in the final design and testing phase and will be in the field by March 1, 2010. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
Pending.
Publications
- No publications reported this period
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