Understanding Science Shapes Consumer Acceptance of NGT-Derived Wine

As climate change increasingly challenges viticulture, New Genomic Techniques (NGTs) offer a potential way to develop grape varieties that are more resilient to environmental stresses. However, consumer acceptance remains an important factor in bringing NGT-derived wine to the market. In a survey of over 1,000 Italian consumers, researchers found that those with greater knowledge of NGTs were more likely to accept and purchase wine produced using these technologies. Consumers who considered their information sources more reliable also reported higher purchase intentions, highlighting the role of both scientific knowledge and credibility of information in shaping consumer attitudes toward NGT-derived products. Notably, consumers who were undecided about purchasing NGT-derived wine tended to have less factual knowledge of NGTs.

These findings suggest that introducing NGT-derived wine to the market may require more than just increasing the amount of information available. Instead, communication efforts should prioritize delivering clear, factual information delivered through credible sources to help consumers better understand NGTs, make informed purchasing decisions, and foster greater acceptance of NGT-derived products.

Read the full study in Food Quality and Preference for more information.