1. Introduction The purpose of this study is to understand what is the role of information affect consumer attitudes toward food technology. In other words, how will information perceived by consumers that affects their attitudes about food technologies. According to an economic theory, food consumers’ buying behaviors are driven by their tastes and attitudes toward product 's different attributes. Both economists and social psychologists have pointed out the important role of information in attitude formation, especially when the attribute is not easily verifiable.( Darren Hudson, 2005) When a new food technology comes to the marketplace, it is likely to induce many consumer to search detail information about this particular food
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But thing has changed a lot. At current time, the food supply chain can be identified as a long distance, time-sensitive, complicated and uncertain processes. Every step of the supply chain requires human and/or natural resources. Thus foods and food technologies are diverse. It is quite often nowadays that consumers are wondering about the food quality and safety and find it difficult to believe that they can get a fresh food from thousands miles away. So it is very important to let consumer get familiar with the food technology we …show more content…
(Cardello, 2003). Food related technologies always can raise many controversial topic and its related risk which catches consumers ' eyes(Cardello, 2003). For instance, it is known that transgenic technologies (genetically modified organism, GMO) often generate a high perceived risk and being a highly controversial topic among the consumers. Also it is well known that the preservation technique food irradiation is considered as a safe and effective food technology by the scientific community. But it still has not been accepted by most consumers because it is related to the word " irradiation". These food technology related topics are perceived to be unobservable, out of consumer 's control and probably have some potential, unknown and fatal heath related issue (Karni 1973). A previous research, conducted by Miles and Frewer (2001), indicates that consumers ' perception on the risks of food technology are critical determinants of consumer 's behavior. This is mostly because of the potential hazard behind the risks. When scientific society are sure about the food technology 's potential benefits and hazards, and also they have a poor communication to the public, most consumer will highly doubt on this new technology and thus will watch carefully on those food products which utilized these technology, This fact may affect the overall consumers
But thing has changed a lot. At current time, the food supply chain can be identified as a long distance, time-sensitive, complicated and uncertain processes. Every step of the supply chain requires human and/or natural resources. Thus foods and food technologies are diverse. It is quite often nowadays that consumers are wondering about the food quality and safety and find it difficult to believe that they can get a fresh food from thousands miles away. So it is very important to let consumer get familiar with the food technology we …show more content…
(Cardello, 2003). Food related technologies always can raise many controversial topic and its related risk which catches consumers ' eyes(Cardello, 2003). For instance, it is known that transgenic technologies (genetically modified organism, GMO) often generate a high perceived risk and being a highly controversial topic among the consumers. Also it is well known that the preservation technique food irradiation is considered as a safe and effective food technology by the scientific community. But it still has not been accepted by most consumers because it is related to the word " irradiation". These food technology related topics are perceived to be unobservable, out of consumer 's control and probably have some potential, unknown and fatal heath related issue (Karni 1973). A previous research, conducted by Miles and Frewer (2001), indicates that consumers ' perception on the risks of food technology are critical determinants of consumer 's behavior. This is mostly because of the potential hazard behind the risks. When scientific society are sure about the food technology 's potential benefits and hazards, and also they have a poor communication to the public, most consumer will highly doubt on this new technology and thus will watch carefully on those food products which utilized these technology, This fact may affect the overall consumers