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HOW LANGUAGE SHAPES CONSUMER ATTITUDES TOWARD NEW GENOMIC TECHNIQUES IN WINE
Abstract
The agricultural sector is under severe pressure due to climate change, which affects crop yields, water availability, and the overall sustainability of food systems. Within this context, also the wine sector faces growing challenges from climate change, calling for both adaptation and mitigation strategies and increasing interest in solutions such as New Genomic Techniques (NGTs). These techniques accelerate natural adaptation processes in grapevines and enable the development of pathogen- and climate-resilient varieties without introducing foreign DNA, unlike traditional GMOs. This study explores Italian consumers’ perceptions of NGTs, specifically Genome Editing (GE) and Technologies of Assisted Evolution (TEA), and how terminology influences acceptance. An ad hoc online questionnaire investigated the perception of these techniques with particular attention to consumer knowledge and characteristics such as technophobia, yielding 130 responses. Results show limited awareness of these methods. TEA is perceived as more natural and sustainable, whereas GE is more often associated with genetic modification. Younger consumers and women show greater openness toward NGTs. Trust in experts and institutions significantly influences acceptance. The findings highlight the need for clear communication focused on sustainability, natural adaptation, and safety, to reduce consumer skepticism and foster informed engagement, supporting a transition toward innovation-driven sustainability.
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