Consumers’ risk perceptions of production practices to enhance the nutrient content of microgreens

Abstract

Microgreens are functional foods whose nutritional content varies depending upon the production methods used when grown. Consumers may perceive different microgreen production practices as carrying varying levels of risk. Here, an online survey of 820 Tennesseans indicated their perceived risk of consumption and environmental impacts for nutritionally enhanced microgreens grown using eight different production methods (e.g., plant breeding, gene editing, lighting, etc.). Probit models were used to analyze data. Results demonstrate that the different production methods were associated with different risk perceptions. Species selection and lighting were perceived as the safest practice for consumption and the environment. Gene editing and genetic modification were perceived as the least safe for consumption and the environment. Production strategies selected as the best option to enhance nutrition improved perceptions of production practice safety. Existing subjective knowledge of the production methods positively influenced consumers’ safety perceptions. Gender, education and urban residency all impacted perceived risk but varied by production method. Given the heightened interest in nutritious food and environmental health, it is important to understand how consumers perceive different production methods to better inform them about their food choices and encourage sustainable consumption behaviors. In turn, results can aid growers, retailers and other stakeholders as they consider alternative production methods and marketing strategies.

Keywords

• Consumption safety
• Environmental safety
• Online survey
• Probit model