Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 360209
Title Consumers' images regarding genomics as a tomato breeding technology: "maybe it can provide a more tasty tomato"
Author(s) Heuvel, T. van den; Renes, R.J.; Gremmen, H.G.J.; Woerkum, C.M.J. van; Trijp, J.C.M. van
Source Euphytica 159 (2008)1-2. - ISSN 0014-2336 - p. 207 - 216.
Department(s) Marketing and Consumer Behaviour
Communication Science
Applied Philosophy Group
Publication type Refereed Article in a scientific journal
Publication year 2008
Keyword(s) genetically-modified foods - biotechnology - acceptance - model - perspective - consumption - information - attitudes - products - beliefs
Abstract Methods of production are becoming more important to consumers in their decisions about whether or not to buy or consume a certain product. This decision making process is influenced, among other things, by the images consumers have with regard to the product and its method of production. In this research, consumer images regarding plant breeding technologies were ascertained by means of focus group discussions. Thirty-five respondents, divided into four homogenous groups, were given descriptions of three plant breeding techniques and challenged to provide and discuss their images of these technologies. The discussions resulted in images about genetic modification, genomics, and conventional breeding. It was interesting to see that elaboration of the descriptions changed the consumers¿ images, especially regarding the positioning of genomics in relation to the other two technologies. Whereas initially consumers¿ images placed genomics close to genetic modification, further discussion and clarification resulted in a re-positioning of genomics closer to conventional breeding.
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