Table 1.
Reasons Why People are Wiliness to Consume or Avoid
| Reasons | Coded segments of all documents (n) | Coded segments of all documents (%) |
|---|---|---|
| For some reason or another | 266 | 21.16 |
| Indifferent | 140 | 11.14 |
| Unnatural/artificial | 102 | 8.11 |
| Looks good for health | 88 | 7.00 |
| Tasty | 83 | 6.60 |
| Scary/anxious | 74 | 5.89 |
| Not sure | 71 | 5.65 |
| Seems bad for you | 62 | 4.93 |
| Want to try/Don’t want to try | 56 | 4.46 |
| Doubtful about safety or environmental impact | 48 | 3.82 |
| Dislike the food in the first place | 45 | 3.58 |
| Doesn’t seem to be tasty | 42 | 3.34 |
| Because it is genetically modified | 32 | 2.55 |
| Advantages | 19 | 1.51 |
| Allergy | 17 | 1.35 |
| Not particularly necessary | 17 | 1.35 |
| Food production | 13 | 1.03 |
| Crops vs. animals | 13 | 1.03 |
| Others | 12 | 0.95 |
| Favorite food to begin with | 11 | 0.88 |
| Disgusting | 11 | 0.88 |
| Curiosity | 10 | 0.80 |
| Depends on price | 9 | 0.72 |
| Trust | 5 | 0.40 |
| If it doesn’t affect my health | 5 | 0.40 |
| Naming | 4 | 0.32 |
| Made in Japan | 2 | 0.16 |
| Total | 1257 | 100.00 |