In 2016, second-generation genetically modified (GM) potatoes were approved for production and sale in Canada. In this study, we analyze how consumer acceptance of GM potatoes may be affected by various factors, including the trait introduced (i.e., the product benefits), the type of breeding technology used, and the developer of the potato using any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and other potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the various attributes of the potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) and an environmental attribute. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (either transgenic or cisgenic/intragenic) technologies. However, consumers are in general more accepting of the gene editing technology than the GM technologies. Our results also show that government is the most preferred developer of the potatoes, regardless of technology. Results from this study can help guide public and private management of the introduction of new foods when the products are developed with unpopular technologies.

In 2016, second‐generation genetically modified (GM) potatoes were approved for production and sale in Canada. In this study, we analyze how consumer acceptance of GM potatoes may be affected by various factors, including the trait introduced (i.e., the product benefits), the type of breeding technology used, and the developer of the potato using any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and other potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the various attributes of the potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) and an environmental attribute. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (either transgenic or cisgenic/intragenic) technologies. However, consumers are in general more accepting of the gene editing technology than the GM technologies. Our results also show that government is the most preferred developer of the potatoes, regardless of technology. Results from this study can help guide public and private management of the introduction of new foods when the products are developed with unpopular technologies.

Purpose The purpose of this study is to assess the differences in individual purchasing and voting decisions for livestock products, produced with lower levels of antibiotic use or higher levels of environmental sustainability, by consumers with different degrees of agreement with moral foundation statements. Design/methodology/approach Data are collected from two national online surveys that were conducted in Canada in 2016 and 2017, including socio-demographic, attitude, belief and stated choice questions. Data are analysed using hierarchical cluster analysis and ordered probit regressions. Findings Respondents who strongly agree with the individualizing moral foundation statements are more likely to buy more environmentally sustainable milk/yogurt and pork from pigs that are raised with reduced antibiotic use, as compared to respondents who have weaker agreement with the statements. Respondents with stronger agreement with the moral foundation statements are also more likely to vote in favour of stricter livestock environmental standards and disease protocols. Research limitations/implications Monitoring people's moral concerns might help in predicting consumers' responses to new or different production practices. Originality/value Although moral foundations have been linked to other purchase decisions, in this study, the focus is on specific aspects of environmental sustainability and antibiotic use in livestock production. Both of these challenging issues are controversial and facing either regulatory changes (antibiotic use in livestock) or significant livestock production changes (responding to concerns that livestock production is less sustainable than plant production) in most developed countries. Understanding the linkages between fundamental beliefs and probable consumer behaviour will assist in predicting negative or positive outcomes to the regulatory or industry-based changes to livestock production. Differences between an individual's desire to be able to identify products with certain attributes for purchase vs an individual's desire to have government regulate industries to higher standards, in both contexts, will also be linked to the individual's level of moral foundation beliefs.

In this study, Canadian consumers’ preferences for enhanced carnosine (a naturally occurring dipeptide that exhibits antiaging properties) in pork are examined. Carnosine is a relatively unknown nutrient to the public such that we are interested in understanding the relative merits of informing consumers of enhanced carnosine levels through a possible health claim, a nutrient content claim or including it in the nutrition facts table (NFT). As a basis of comparison, we include two other possible labels, a protein nutrient content claim, and a Verified Canadian Pork label (created by industry identifying food safety, animal care, traceability, and farm to table quality assurance attributes of the production system). Data were collected through an online survey that included a choice experiment and were analyzed using conditional logit and random parameters logit models. Compared to carnosine (as a functional attribute), consumers prefer the identification of protein content. In terms of labeling carnosine, consumers have higher willingness to pay for carnosine content included in a NFT than for nutrient or health claims. Higher levels of nutrition knowledge are associated with higher willingness to pay for the different pork attributes.

In this study, Canadian consumers' preferences for enhanced carnosine (a naturally occurring dipeptide that exhibits antiaging properties) in pork are examined. Carnosine is a relatively unknown nutrient to the public such that we are interested in understanding the relative merits of informing consumers of enhanced carnosine levels through a possible health claim, a nutrient content claim or including it in the nutrition facts table (NFT). As a basis of comparison, we include two other possible labels, a protein nutrient content claim, and a Verified Canadian Pork label (created by industry identifying food safety, animal care, traceability, and farm to table quality assurance attributes of the production system). Data were collected through an online survey that included a choice experiment and were analyzed using conditional logit and random parameters logit models. Compared to carnosine (as a functional attribute), consumers prefer the identification of protein content. In terms of labeling carnosine, consumers have higher willingness to pay for carnosine content included in a NFT than for nutrient or health claims. Higher levels of nutrition knowledge are associated with higher willingness to pay for the different pork attributes.

Food integrity and food technologies both generate public concerns. There is little research to show the interactions between those concerns in particular samples, especially in Canada. In this paper, data from two national online samples are used to examine an aggregate of food integrity concerns, genetic modification in food, and food nanotechnology concerns in the Canadian public. A variety of trust, health, environmental, and science attitude variables are used to help explain the concerns that vary across the population. In addition, the food integrity concerns are tested as explanatory variables in the technology concern models to establish whether there is a strong or weak link between the two. Tobit and ordered probit regressions are used to model the variables for each of the survey samples. Results are examined to see if they are consistent across surveys and also consistent with an earlier study that was done in Australia. The results suggest that trust in people and trust in a variety of agents within the food system are beliefs that ameliorate concerns about food integrity and the two technologies. However, trust in advocacy organizations appears to be related to higher concerns in each case. Fundamentally and similar to the earlier Australian study, positive scientific attitudes are a major determinant of reduced concerns about food integrity and the two technologies.

Using survey data from Canada, the United States, and Japan, we assess the relationship between both generalized trust in people and agent-specific trust regarding food safety and consumer perceptions about bovine spongiform encephalopathy (BSE) and chronic wasting disease (CWD). We find evidence that generalized trust in people is negatively related to consumers' risk perceptions about BSE and CWD mainly in Canada. Trust measures for specific agents who might affect food safety risk also have mixed effects on consumers' risk perceptions across the regions surveyed and between the two diseases. Monitoring public's generalized trust in people and trust in food agents could generally assist in the short-term estimates of the impact of future animal disease incidents on consumption of meat products.

Trust and perceptions of fairness in markets have been shown to be important in consumer behavior in different contexts. However, there have not been many studies relating the concept of fairness is supply chains to food purchasing behavior. In this study, we explore the relationships between trust, fairness and perception of quality of food produced from three food technologies. The technologies are as follows: (i) bread fortified with omega-3 fatty acids using nanotechnology (ii) pork chops from pigs selectively bred for disease resistance using genomic selection (iii) baby spinach treated with essential oils to reduce concentrations of E. coli O157:H7. Data are from a small exploratory project conducted in 2015 at the University of Alberta, Canada, where 31 non-academic staff participated in stated preference experiments and completed a survey questionnaire. Stated preference data are analysed using conditional logit regressions. Different potential explanatory fairness variables are created using questions from previous studies. From the results, both the constructs associated with trust and with fairness in supply chains have explanatory power. Although there are some variations in results (depending on the type of questions used to measure fairness), fairness positively influences trust in the food supply chain. Future studies might need to consider including perceptions of fairness in supply chains in the analysis of consumer acceptance of novel technologies.

Trust and perceptions of fairness in markets have been shown to be important in consumer behavior in different contexts. However, there have not been many studies relating the concept of fairness is supply chains to food purchasing behavior. In this study, we explore the relationships between trust, fairness and perception of quality of food produced from three food technologies. The technologies are as follows: (i) bread fortified with omega-3 fatty acids using nanotechnology (ii) pork chops from pigs selectively bred for disease resistance using genomic selection (iii) baby spinach treated with essential oils to reduce concentrations of E. coli O157:H7. Data are from a small exploratory project conducted in 2015 at the University of Alberta, Canada, where 31 non-academic staff participated in stated preference experiments and completed a survey questionnaire. Stated preference data are analysed using conditional logit regressions. Different potential explanatory fairness variables are created using questions from previous studies. From the results, both the constructs associated with trust and with fairness in supply chains have explanatory power. Although there are some variations in results (depending on the type of questions used to measure fairness), fairness positively influences trust in the food supply chain. Future studies might need to consider including perceptions of fairness in supply chains in the analysis of consumer acceptance of novel technologies.

Consumers’ trust in general and specifically in food system agents may reduce uncertainties when they make choices among credence attributes such as production methods. In this study, we assess the linkages between consumers’ trust (generalized and institutional trust) and their preferences for traditionally raised pork. Data were collected through an online survey including a stated preference experiment in Canada in 2011. Results suggest that both low and high trusting consumers are willing to pay significant premiums for traditionally raised pork over conventional pork. Willingness to pay values are higher for the high trust group as compared to the low trust group. Respondents with higher levels of trust rated traditionally raised pork more positively (in comparison to conventional pork) in terms of taste, freshness, safety, healthiness, and not containing hormones and antibiotics as compared to those respondents who have lower levels of trust. Government certification of traditionally raised pork is important for both consumers with low and high trust. The fact that high trust respondents were more in favor of this production credence attribute suggests that providing it in the market may require additional efforts to convince more of the lower trust individuals that this attribute is worth additional expenditure.La confiance générale et plus précisément pour les agents du système alimentaire pourrait réduire l'incertitude des consommateurs lorsqu'ils choisissent parmi des caractéristiques liées à la confiance comme les méthodes de production. Cette étude tente de comprendre le lien entre la confiance du consommateur (générale et institutionnelles) et leur préférence pour la production traditionnelle de porc. Les données ont été recueillies par sondage sur le Web incluant une expérience de préférences prescrites au Canada en 2011. Les résultats de modèles logits aux paramètres conditionnels et aléatoires suggèrent que les consommateurs ayant un niveau de confiance élevé, ainsi que ceux en démontrant un niveau inférieur sont disposés à payer des sommes supplémentaires pour du porc de production traditionnelle au désavantage de celui de production conventionnelle. Les valeurs de la volonté de payer sont plus élevées chez le groupe démontrant une plus grande confiance que chez celui qui démontre un plus faible niveau de confiance. Les répondants ayant des niveaux de confiance plus élevés ont coté le porc de production traditionnelle plus positivement (en comparaison au porc d'élevage conventionnel) en matière de goût, de fraîcheur, de sécurité, de santé et d'absence d'hormones et d'antibiotiques, en comparaison à ceux ayant démontré un moindre niveau de confiance. La certification gouvernementale de porc de production traditionnelle est importante, à la fois pour les consommateurs à grande et faible confiance. La plus importante proportion de répondants à confiance élevée se disant en faveur de cette caractéristique de confiance suggère que sa disponibilité au sein du marché pourrait nécessiter de considérables efforts pour convaincre les répondants démontrant une plus faible confiance de sa valeur ajoutée.

In this study, the objective is to identify consumers’ willingness to consume different foods and the factors that could drive their food preferences. One hundred non-academic staff and students at the University of Alberta in Edmonton, Canada participated in the study. Data were collected using focus group discussions, a survey questionnaire and a contingent valuation exercise. In the focus groups, participants discussed their preferences for traits in livestock and their products, their interest in natural foods and their perceptions regarding naturalness of food in relation to the different types of farming and technologies. In the survey questionnaire, participants were asked about their food consumption habits, perceptions, attitudes and preferences for different foods and technologies, generalized trust in people and trust in groups or institutions responsible for food in Canada among other issues. In the contingent valuation exercise, participants chose the price they were willing to pay for pork with different information about carnosine and omega-3 fatty acids. We find that there is heterogeneity in terms of consumers’ perceptions, attitudes and behaviour regarding natural foods. In summary, the cost of food, concerns about human and environmental impacts and trustworthiness of information on labels are some of the factors that influence participants’ decisions to buy pork labeled as coming from disease resilient or feed efficient pigs or pigs that are higher in a human or animal health component. Although some people accept genetic modification, other participants were concerned about its use in improving disease resilience, feed efficiency and human or animal health component in pigs. Although there are some variations in the results, generalized trust in people, food technology neophobia and concerns about product leanness, country of origin of the product, nutrition content, use of hormones and antibiotics in livestock production and environmental foot print of livestock production are associated with attitudes, perceptions and behaviour regarding natural foods. Participants are willing to pay more for pork chops with more information about carnosine and omega-3 fatty acids as compared to pork chops with less information. In comparison to carnosine, participants are willing to pay more for pork chops with information about omega-3 fatty acids. Generalized trust in people, trust in advocacy groups, natural product interest, frequency of purchasing products with a health claim and knowledge of sodium content in pork that have a health claim are associated with willingness to pay for enhanced carnosine and omega-3 fatty acids in pork.

In this study, the objective is to identify consumers’ willingness to consume different foods and the factors that could drive their food preferences. One hundred non-academic staff and students at the University of Alberta in Edmonton, Canada participated in the study. Data were collected using focus group discussions, a survey questionnaire and a contingent valuation exercise. In the focus groups, participants discussed their preferences for traits in livestock and their products, their interest in natural foods and their perceptions regarding naturalness of food in relation to the different types of farming and technologies. In the survey questionnaire, participants were asked about their food consumption habits, perceptions, attitudes and preferences for different foods and technologies, generalized trust in people and trust in groups or institutions responsible for food in Canada among other issues. In the contingent valuation exercise, participants chose the price they were willing to pay for pork with different information about carnosine and omega-3 fatty acids. We find that there is heterogeneity in terms of consumers’ perceptions, attitudes and behaviour regarding natural foods. In summary, the cost of food, concerns about human and environmental impacts and trustworthiness of information on labels are some of the factors that influence participants’ decisions to buy pork labeled as coming from disease resilient or feed efficient pigs or pigs that are higher in a human or animal health component. Although some people accept genetic modification, other participants were concerned about its use in improving disease resilience, feed efficiency and human or animal health component in pigs. Although there are some variations in the results, generalized trust in people, food technology neophobia and concerns about product leanness, country of origin of the product, nutrition content, use of hormones and antibiotics in livestock production and environmental foot print of livestock production are associated with attitudes, perceptions and behaviour regarding natural foods. Participants are willing to pay more for pork chops with more information about carnosine and omega-3 fatty acids as compared to pork chops with less information. In comparison to carnosine, participants are willing to pay more for pork chops with information about omega-3 fatty acids. Generalized trust in people, trust in advocacy groups, natural product interest, frequency of purchasing products with a health claim and knowledge of sodium content in pork that have a health claim are associated with willingness to pay for enhanced carnosine and omega-3 fatty acids in pork.

Consumers’ concerns about animal diseases, production and processing methods could drive their choices of food products. Consumers’ choices of food products will influence their nutritional status. Understanding preferences for food products could inform policy and assist in forecasting future demand for food products. In this study, the effects of generalized trust in people and trust in food agents regarding the safety of food on the demand for different forms of meat products, on preferences for pork production characteristics and on human health risk perceptions about bovine spongiform encephalopathy (BSE) and chronic wasting disease (CWD) are analysed. The following hypotheses are tested (i) consumers who have lower levels of trust (both general and agent specific trust about food safety) are more likely to purchase fresh meat products and less likely to purchase processed meat products as compared to those consumers who have higher levels of trust. Consumers who have lower levels of trust might be more concerned about the use of additives, flavors and the public information on cancer risks of processed food, for example as compared to those consumers who have higher levels of trust; (ii) consumers who have lower levels of trust (both general and agent specific trust about food safety) are willing to pay higher premiums for pork produced under more traditional forms of production as compared to those consumers who have higher levels of trust. Consumers who have lower levels of trust might prefer traditionally raised pork over conventional pork as compared to those consumers who have higher levels of trust due to concerns about the use of antibiotics, the feed given to animals and the use of hormones, for example; (iii) trust (both general and agent specific trust about food safety) is negatively related to human health risk perceptions about BSE and CWD. The three studies are linked in that the effects of trust on consumer behaviour are analysed in three different contexts and trust is measured using the same questions. The first hypothesis is tested using cluster analysis, demand system analysis, probit models, data from two Canada wide surveys (2008 and 2011) and meat purchase data for the period 2002 to 2009 for the same households. The second hypothesis is tested using cluster analysis, conditional and random parameter logit models and data from choice experiments and surveys in Canada in 2011 and in Edmonton in 2009 and 2011. The third hypothesis is tested using ordered probit regressions and data from surveys conducted in Canada in 2009 and 2010, in the U.S. in 2010 (two surveys) and in Japan in 2009. In summary, the results suggest that households with respondents who have lower levels of trust generally purchased more fresh meat products and fewer processed meat products as compared to households with respondents who have medium or higher levels of trust. Households in the low trust cluster generally substitute fresh and semi-processed meat products more than households in the medium and higher trust clusters. Households in the high trust cluster generally substitute semi-processed and fully processed meat products more than households in the low and medium trust clusters. A little surprising but respondents who have higher levels of trust are generally willing to pay higher premiums for traditionally raised pork as compared to those respondents who have lower levels of trust. Although the effects of trust on consumer’s human health risk perceptions about BSE and CWD are not generally the same across countries or between the two diseases, trust does play a role in influencing risk perceptions in each country. In conclusion, trust is an important influence on consumer behaviour.

In this study, the objective was to examine whether or not changes in bovine spongiform encephalopathy (BSE) concerns exert an effect on people's risk perceptions and risk attitudes regarding consuming beef in Canada, 8 years after finding the first domestic animal with BSE. Data were collected from two surveys (2071 respondents) conducted with the same respondents in 2008 and 2011 in Canada. Data on meat consumption for the same households were also available from the Nielsen Homescan panel over the period 2002 to 2009. Based on census data, the current sample is generally not representative of the Canadian population, but the sample is unique in that the same individuals responded to two surveys and there is an ability to track their evolving household purchases of beef before the first survey and between the two surveys. In essence, alterations in beef risk perceptions are significantly influenced by changes in concerns regarding (1) feed given to livestock, (2) animal diseases and BSE, (3) trust in manufacturers, the government, and farmers, and (4) demographic characteristics. There were significant differences in beef purchases across households, with alterations to their risk perceptions and risk attitudes. In conclusion, although the first domestic incident of BSE was in 2003, concerns regarding BSE are still contributing to consumers' risk perceptions but not to their risk attitudes with respect to consumption of beef in 2011.

In this study the effect of consumers’ trust in agencies on risk perceptions, risk attitudes and selfreported responses to food safety events is assessed. The particular focus is on how trust has influenced self-reported reductions in consumption of beef in the U.S. and Canada, and pork in Canada arising from food safety concerns. Data for this analysis was collected through online surveys and was analysed using tobit and probit models. Results show that general trust significantly influences risk perceptions and risk attitudes about beef and pork consumption in Canada and beef consumption in the U.S. Although there are some variations in results, trust in agencies significantly influence risk perceptions, risk attitudes and reductions in consumption of beef and pork in Canada and beef in the U.S. Compared to males, female respondents have higher risk perceptions and lower risk attitudes about beef and pork in Canada and beef in the U.S. and were more likely to reduce their pork consumption in Canada and beef in the U.S. Respondents that recalled a food safety event had higher risk perceptions and significantly reduced their meat consumption in both countries. Respondents that perceived the consumption of beef and pork as being risky reported that they had significantly reduced their consumption of these meats while those that were more willing to accept the risks of consuming these meats reported that they had not changed their consumption levels. Results suggest that risk perceptions, risk attitudes and trust play significant roles in terms of influencing consumer response to food safety concerns. The occurrence of food safety incidents in one period can influence consumer responses to later food safety incidents through the effect on changing risk perceptions, risk attitudes and trust in the food system.