Percepção do consumidor em relação à Nanotecnologia

Abstract

Nanotechnology is considered by many authors as the basis for the next industrial revolution. Nanoscale manipulation can modify properties such as color, conductivity, reactivity, melting point, among others, creating new applications for materials. It is considered a multidisciplinary science with applications in different sectors, and is being increasingly used in the areas of food production and packaging. In Brazil, from the 2007, nanotechnology was identified as a strategic area for the Brazilian government because of its potential for innovation, market growth and benefits associated with its use. The public perception will be crucial to the achievement of these technological advances. In this way, it is necessary to investigate how nanotechnology is perceived by the consumer. For that, the projective technique called Word Association (WA) and quantitative study were used. 510 individuals from the State of Rio de Janeiro participated in the Word Association task. They were asked to write down the first four words that come to mind when thinking about nanotechnology, the possible applications, and in what foods the use would be interesting. The frequency of mention of sentences / words was calculated and those with similar meanings were grouped into categories and then dimensions. Nanotechnology was mainly associated with terms: small, technology, future, science, innovation and unfamiliarity. The main applications cited were medicine, food, health and informatics. In foods, fruits, meats and vegetables were the most mentioned. Despite the high expectations of consumption and the intention to purchase nanofoods, a large number of consumers expressed doubts about the subject. The quantitative questionnaire was drawn from the results of the Word Association. The most mentioned words were the basis for the statements, which were evaluated by 403 individuals using scales of 7 points, ranging from 1: totally disagree to 7: totally agree. The products (ingredients, packaging and cosmetics) intention to purchase using this technology pointed out the highest mean for the cosmetic. Participants demonstrated more confidence on the scientific research as the source of information on nanotechnology. The evaluation of the consumer neophobia (aversion) in relation to new food technologies were also investigated, and 70% were considered Neutral, 16% were classified as Neophilic (receptive) and 14% Neophobic (restrictive). The consumer has an important role in the consolidation of this technology through the judgment and acceptance of the new products,and determines the commercial success or failure. These results are useful in developing strategies for the popularization of nanotechnology.