According to numerous surveys the perceived risk of nanotechnology is low and most people feel that the benefits outweigh the risks. This article provides greater insight into risk perception and concludes that the positive attitude to nanotechnology is based not on knowledge but on hope and fascination. The perceived risk is low because of a lack of vivid and frightening images of possible hazards. If news flashes were to link nanotechnology to concrete hazards or actual harm to people, attitudes might suddenly change. Risk communication faces the problem of dealing with a public at large that has little or no knowledge about the technology. As it takes time and extensive additional research to develop appropriate communication strategies and disseminate them to the relevant institutions, this exercise should be started immediately.
Previous studies have identified health, the environment and animal welfare as key motivations for becoming and remaining vegetarian/vegan. However, the idea of vegetarianism/veganism appears to have interesting facets that go beyond those drivers. This paper describes and examines this attraction. Twenty-six in depth interviews and two group discussions were conducted using the Morphological Psychology approach, which allows the revelation of conscious as well as unconscious drivers based on the detailed narrations of the interviewees. We conclude that the attractiveness of vegetarianism/veganism cannot only be explained by the classical and conscious motivations of a meatless or animal-free diet such as improving health and animal welfare. It also comprises less conscious or unconscious drivers of vegetarianism/veganism such as empowerment and enrichment, regaining autonomy and creating identity and superiority in addition to and partly through liberation from a meat production system which is perceived as destructive and threatening.
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