Social representations of genetically modified foods and public willingness to consume such foods in Taiwan.

Genetically modified (GM) foods have received substantial attention in recent years for being associated with unnaturalness, untrustworthiness, moral considerations, uncertainty, unhealthiness, and risks. This study highlighted the relevance of how social representations of genetically modified (GM) foods influence the Taiwanese public's willingness to consume GM foods.Moderated regression analysis results revealed that the social representation dimensions of adherence to technology and food as a necessity positively influenced the public's willingness to consume GM foods; however, the dimension of resistance to and suspicion of novelties had a negative influence. Food technology neophobia played a role in predicting people's willingness to consume GM foods and exerted moderating effects to enhance the negative relationship between the respondents' resistance to and suspicion of novelties and their willingness to consume GM foods. This neophobia also changed the positive relationship between food as a necessity and willingness to consume GM foods into negative. One-way ANOVA results revealed that food technology neophobia influences the public's specific social representations of GM foods, personal domain-specific innovativeness, and willingness to consume GM foods.Innovations in the food industry exhibit a high market failure rate partially because of the phenomenon known as food technology neophobia, which refers to rejection of new or unfamiliar foods. The findings of this empirical study can facilitate the development of a clearer understanding of people's acceptance and usage of emerging technologies applied in the innovation of food products in Taiwan. © 2018 Society of Chemical Industry.