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Consumer Trust in Emerging Food Technologies: A Comparative Analysis of Croatia and India

Author

Listed:
  • Marko Šostar

    (Faculty of Tourism and Rural Development in Pozega, Josip Juraj Strossmayer University of Osijek, 17, Vukovarska Street, 34000 Požega, Croatia)

  • Jaiji Joy

    (School of Industrial Fisheries in Cochin, Cochin University of Science and Technology, Kochi 682022, Kerala, India)

  • Hareesh N. Ramanathan

    (School of Industrial Fisheries in Cochin, Cochin University of Science and Technology, Kochi 682022, Kerala, India)

Abstract

Consumer trust plays a critical role in the successful adoption of emerging food technologies. This study investigates how trust in five key food technologies—genetically modified organisms (GMO), 3D-printed food, lab-grown meat, nanotechnology, and functional foods—varies across two culturally distinct countries: Croatia and India. Utilizing a quantitative approach with responses from 538 participants, the research explores how demographic factors such as country of residence, gender, and urban-rural setting influence consumer attitudes. Statistical analysis was conducted using MANOVA and one-way ANOVA to test seven hypotheses regarding trust levels. The results revealed significant cross-national differences, with Indian consumers expressing higher trust across all technologies studied. In contrast, variables such as gender and place of residence showed limited or context-dependent influence. These findings underscore the importance of cultural context in shaping consumer trust and point to the need for targeted communication and policy strategies in promoting food innovation. The study contributes to the growing body of research on food technology adoption by emphasizing trust as a culturally embedded and demographically nuanced phenomenon.

Suggested Citation

  • Marko Šostar & Jaiji Joy & Hareesh N. Ramanathan, 2025. "Consumer Trust in Emerging Food Technologies: A Comparative Analysis of Croatia and India," Sustainability, MDPI, vol. 17(17), pages 1-30, September.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:17:p:7993-:d:1742529
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    References listed on IDEAS

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