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Table 9 Characterising statements by group

From: An empirical analysis on technophobia/technophilia in consumer market segmentation

Group Characterising aspects Definition
Group 1 They perceive in great measure the risk and uncertainty associated to new technologies. Yet, at the same time, they think that products obtained with new technologies may have beneficial effects on diet and allow control of food choices. They do not believe that in the long term product innovations can have negative effects on health. They trust the role that the media perform in supplying sound information. Almost 64% of the group have children under 12 years old. Cautious
Group 2 There is a strong perception of risk and uncertainty associated to new technologies, but what prevails is the idea of their uselessness because they do not provide more tasty or healthy products, nor do they allow the diet to be controlled. They believe that in the long run new food technologies may have negative effects on health and the environment. Convinced technophobes
Group 3 They do not consider food technology risky and do not associate uncertainty to it. They consider product innovations useful because they lead to tasty, better-quality food and allow greater control over diet. They do not think that, in the long term, technology can be detrimental to health. They have no confidence in the informational role of the media. Over 60% of Group 3 have a university degree. Convinced technophiles
Group 4 They represent the mid-point of the sample and summarise commonly-shared opinions on new food technology. Worried about the effects on health and the environment, they believe that traditional foods are better and more healthy, and that the benefits of the new technology are overrated. They are distinguished by their total lack of confidence in the ability of the media to supply correct, impartial information on new food technologies. Only 28% of the group have a university degree. Traditionalists
Group 5 They have a high perception of the risk associated with food technologies and are concerned at the negative effects they might have on the environment and health. They have no confidence in the ability of new foods to contribute to a more balanced diet, but admit that new products may be more tasty and healthy. They have no confidence in the ability of the media to provide reliable information on such technologies. Tendency to be technophobic
Group 6 They are not ideologically opposed to new food technologies: they do not consider it risky to adopt new technologies too hastily and are not concerned by dependence upon them to solve food problems. However, they do not think that innovations in the food sector are useful. They believe their benefits are overestimated and think it is possible to find products that are already quite good. In general, there are uncertain regarding new technologies and fear negative long-term effects on health. Males make up 68% of the group. Sceptics
Group 7 This group perceives the benefits that technological foods may confer in terms of controlling food choices and achieving a balanced diet. Nevertheless they consider new food technologies risky and essentially futile as they think that they diminish the natural quality of food and that there are already good, healthier products on the market. Females make up 63.8% of this group. Tendency to be technophile