Abstract
The ongoing criticism of conventional agriculture activities being unsustainable in the face of climate change and growing global population has been one of the key drivers for technological innovation. While many new agri-food technologies are positioned as sustainable in relation to reducing environmental impact such as land and water usage, and greenhouse gas (GHG) emissions, the social and cultural dimensions of sustainability are widely ignored in the promotion of new technologies. Furthermore, consumers may not be necessarily in acceptance of such technologies only because they claim to be sustainable innovations. This study, through 48 online focus groups across New Zealand and Australia, explored how consumers perceived new agri-food technologies from the sustainability lens. Participants were given a brief introduction to three technology concepts, namely Controlled Environment Agriculture, automation and robotics, and genetic editing, followed by open discussions on perceptions, perceived benefits and concerns with these technologies. The productivity and efficiency empowered by new technologies were considered positive to offer optimised production value with minimised environmental impact. However, concerns were raised around the potential of creating monopolies and causing inequity across different social groups in the process of technology diffusion and adoption. Job losses and the livelihood of small stakeholders were widespread concerns among consumers. Furthermore, new technologies were also considered disruptive to human-food-nature relationships, and the continuation of knowledge, culture, and social identity. To address such dilemmas with new agri-food technologies, a more holistic approach of sustainability is needed, encompassing environmental, economic, social, and cultural aspects.
Presenters
Ivy (Caixia) GanScientist, Stakeholder and Consumer Intelligence, The New Zealand Institute for Plant and Food Research, New Zealand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Sustainability, Agri-food Technologies, Consumer Acceptance, Focus Groups
