Butkowski, Olivier K.: Consumer acceptance of biotechnology: the influence of product end-use, policy context, and information framing. - Bonn, 2018. - Dissertation, Rheinische Friedrich-Wilhelms-Universität Bonn.
Online-Ausgabe in bonndoc: https://nbn-resolving.org/urn:nbn:de:hbz:5-50843
urn: https://nbn-resolving.org/urn:nbn:de:hbz:5-50843,
author = {{Olivier K. Butkowski}},
title = {Consumer acceptance of biotechnology: the influence of product end-use, policy context, and information framing},
school = {Rheinische Friedrich-Wilhelms-Universität Bonn},
year = 2018,
month = jun,

note = {Consumer acceptance of novel technologies is a prerequisite for market adoption of the derived products. The transition towards a more sustainable bioeconomy in Europe requires product and process innovation that promotes bio-based products such as bioenergy and makes them more cost-efficient against fossil-based products. Biotechnology in this regard is promising to enhance the efficiency of crops and biochemical conversion processes. Yet, the acceptance of green biotechnology is low in Europe compared to North America because of the associated risks. However, consumer support is heterogeneous across EU member states and there is evidence to suggest that the practical context plays a crucial role in this regard lending support to the notion that biotechnology is not generally rejected by the public. To better understand the underlying processes of biotechnology acceptance, this thesis integrates the practical context with the theoretical framework for consumer acceptance. Thus, the thesis investigated the influence of the contextual factors i) end-use (bioenergy vs. food), ii) policy regime (full commercialization vs. research and development), and iii) information framing (positive, negative, control) on key determinants of consumer acceptance, namely i) risk perception, ii) self-control, iii) risk responsibility, all in relation to individual factors. Consumer decision-making was analyzed against the backdrop of the existing socioeconomic environment. The three empirical studies of this thesis are based on data collected during two framed field experiments in Germany with a total of 436 and 322 participants, respectively. In studies I and II, a between-subjects design was employed comprising four experimental treatments, to investigate the impact and importance of the end-uses and policy regimes on risk perception as well as the underlying processes of acceptance. Study III investigated consumer acceptance of the bioenergy end-use and employed three experimental treatments with regard to information frame to explore how it affects consumer decision-making in relation to both upstream acceptance of supply-chain actors and trust in key stakeholders while controlling for respondents’ emotions during the experiment. The results indicate that in contrast to the current narrative on biotechnology acceptance, the technology is not generally rejected by consumers. In specific, both the bioenergy end-use and R&D-only policy generally find more support compared to food and full market approval, respectively. While higher perceived risk usually relates to lower acceptance, one exception to this stylized fact is that consumers are more accepting of biotechnology if risks are perceived to be personally controllable. When risk messages for the bioenergy end-use had a negative tone, consumer support (rejection) declined (increased), but perceptions did not change in response to a positive frame. The support of energy companies and labeling increased consumer support, even more so in combination. In addition, trust in key actors and labeling represent distinct types of support-building mechanisms which are mutually reinforcing and replaceable. Thus, all efforts to increase both consumer perceptions of the degree of personal controllability of risks and trust offer a strategy to promote higher acceptance. For this reason, an informed dialogue with the public could be based on labeling supporting complete and transparent upstream information. Broader commitment to R&D-activities should be undertaken through legislation on both the federal state and national level, for instance, as a way to cultivate trust and lay the foundations for future commercialization efforts.},
url = {http://hdl.handle.net/20.500.11811/7348}

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