Abstract:Purpose
Some researchers argue that consumers’ lack of knowledge is an important factor increasing risk for a new product derived from emerging agricultural technology. The purpose of this paper is to discuss the potential impacts and the differential effects of subjective and objective perceptions on Chinese consumers’ preferences for the application of a novel biotechnology.
Design/methodology/approach
Taking transgenic technology as an example and employing data from a survey of 1,000 consumers in Jiangsu… Show more
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