Explaining end-users' intentions to use innovative medical and food biotechnology products.

Low public acceptance hinders the successful introduction of biotechnological innovations, such as genetically modified foods or vaccinations against infectious diseases. Earlier studies indicated that a lack of knowledge is not a key barrier to acceptance. This was confirmed in the current study, which examined an integrated theoretical model tested among 579 participants from the Dutch public. The results suggest that communication strategies should instead target attitudes, social norms, and risk perceptions, and appeal to people's tendency (or lack thereof) to be innovative.