Acceptance of nanotechnology foods: a conjoint study examining consumers' willingness to buy

Purpose The purpose of this paper is to examine consumers' willingness to buy health‐beneficial food products produced using nanotechnology. Design/methodology/approach Data were collected from two representative mail surveys conducted in Switzerland ( n =255 and n =260, respectively). Consumers' decision‐making process was modeled using conjoint analysis. Findings Results suggest that consumers attribute a negative utility to nanotechnology foods, even though the products had a clear benefit for the consumers. Results suggest that consumers are interested in products with additional health effects only when the effect is due to natural additives. Research limitations/implications Other descriptions of nanotechnology may result in other evaluations. Practical implications The study suggests that attitudes towards nanotechnology should be taken into account at an early stage of product development. Originality/value This paper is of value to those interested in nanotechnology and food.