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Knowledge for policy
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  • Publication | 2026
Cross-country differences in consumer acceptance and advocacy of novel food technologies
Global Food and Nutrition Security

Highlights:

  • Consumers evaluate novel food technologies differently across eight countries.
  • Perceived safety, willingness to buy, and advocacy vary by country and demographic.
  • Macro-level (culture, regulation) and micro-level (age, gender) factors shape responses.
  • Genetic editing, cellular agriculture, and controlled environment agriculture elicit distinct consumer acceptance patterns.
  • Findings inform targeted strategies to increase trust and uptake of food innovations.

Abstract:

Novel food technologies can contribute to more sustainable and resilient food systems, but their success depends on public acceptance. This study examines cross-country and demographic differences in consumer responses to three novel food technologies, gene editing, cellular agriculture, and controlled-environment agriculture, using data from 14,617 participants across eight countries. Adoption readiness was assessed across four dimensions: perceived safety, willingness to buy, willingness to encourage others to buy, and support for government initiatives. Results show substantial variation across countries and demographic groups, underscoring the importance of national contexts and sociodemographic factors in shaping acceptance, social endorsement, and policy support. These findings offer a multi-dimensional understanding of how consumers evaluate novel food technologies and provide insights for industry, researchers, and policymakers advancing future food innovations.