Date of Graduation
5-2025
Document Type
Thesis
Degree Name
Master of Science in Agricultural Economics (MS)
Degree Level
Graduate
Department
Agricultural Economics and Agribusiness
Advisor/Mentor
Kemper, Nathan P.
Committee Member
McFadden, Brandon R.
Second Committee Member
Durand-Morat, Alvaro
Third Committee Member
Nalley, Lawton L.
Keywords
Consumer Acceptance; Cultural Cognition Theory; Food Neophobia; Gene-Editing
Abstract
Banana perishability leads to significant food waste, but gene editing has enabled the development of non-browning varieties that extend shelf life. This study examines consumer acceptance of gene-edited bananas in the Philippines, Japan, and China, focusing on cultural cognition, food neophobia, and perceived safety. Using a survey (n = 1,309), we analyze willingness to consume (WTC) and labeling preferences. Perceived safety was the strongest predictor of WTC: a one-unit increase raised the odds of WTC by 95.1% in the Philippines (β = 0.668, OR = 1.951, p < 0.01), 171.2% in Japan (β = 0.998, OR = 2.712, p < 0.01), and 267.4% in China (β = 1.301, OR = 3.674, p < 0.01). Food neophobia significantly reduced WTC across all countries (ORs = 0.541–0.580; p < 0.01). Cultural worldview significantly influenced WTC in the Philippines (β = -0.264, OR = 0.768, p < 0.01) and shaped labeling preferences in Japan. Environmental messaging increased WTC in Japan (β = 0.568, OR = 1.765, p < 0.05) but reduced it in China (β = -0.610, OR = 0.543, p < 0.05). These findings emphasize the role of perceived safety, information framing, and cultural context in shaping consumer attitudes toward emerging food technologies.
Citation
Pittman, A. (2025). Consumer Acceptance of Gene-Edited Bananas: The Role of Cultural Cognition, Food Neophobia, and Perceived Safety. Graduate Theses and Dissertations Retrieved from https://scholarworks.uark.edu/etd/5680
