The technology of genetically modified organisms (GMO) and especially genetically modified plants (GMP) applied in agriculture is a key element in a bioeconomy-based sustainability transition. However, consumers in many European countries allegedly disapprove of ‘green biotechnology’. Drawing on innovation adoption and risk perception literature, we explore the acceptance of GMP-based food packaging. Fossil-fuel-based production and plastic waste have become a major concern in many societies, and GMP-based technologies might offer solutions. Taking fully degradable material based on GMP as an example to replace conventional plastic in many applications, we present new insights into the GMP debate using a choice-based conjoint analysis in four European countries. Our results show that GMP-based packaging material is preferred to conventional plastic packaging in all countries.

We propose that GMP-based technology that could contribute to solutions for pressing environmental problems may have become more acceptable amongst the public than generally thought. Insights from the field of risk perception and of innovation adoption support this proposition. GMP-based technology might be seen as a less dreadful hazard when perceived as a tool to address more dreadful environmental problems. This may especially hold for people with a communitarian or egalitarian worldview who are particularly concerned about environmental problems and who see its advantages in the context of combating pollution.

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