Perceived risks and benefits of nanotechnology applied to the food and packaging sector in México

Purpose– Nanotechnology has great potential in the food industry. The goal of this study is toidentify food applications that are more likely and food applications that are less likely to be acceptedby the public.Design/methodology/approach– The study was conducted in Me ́xico and was a replica of astudy conducted in Switzerland. Another goal is to compare the acceptance ratings of citizens from ahighly developed European country to the ratings of citizens from a less developed country.Face-to-face interviews were conducted in three different places in Me ́xico, which yieldedN¼378datasets.Findings– Affect and perceived control are important factors influencing risk and benefit perceptions.Applications that can be consumed are perceived as more controllable than applications related to thepackaging or external use. The results are similar but not identical to the findings from Switzerland.Research limitations/implications– A convenience sample was used that was clearly morehighly educated than the average population. One should be cautious when generalizing the findings.Practical implications– It is important to pay attention to public views regarding newtechnologies in the food business during the product development stage to avoid some of the pitfallsthat GM technology had.Originality/value– This is the first study to analyze perceptions of nanotechnology applications ina less developed country. Emerging countries often do not have regulations that are as strong as thoseof developed countries; therefore, analyzing these markets is important, too.