Project
CAPITALISE
The overall aim of the CAPITALISE project is to increase crop yield by boosting the efficiency of photosynthesis within crops, using natural variation techniques.
Background
Due to substantial increases in global population and global welfare, combined with the changing climate, global food security is under enormous pressure. It is estimated that by 2050, the world will require up to 110% more crop productivity compared to the year 2005. Therefore, new techniques are needed to increase crop yield in a sustainable way. However, not all breeding techniques are readily accepted as others. From a marketing and consumer behaviour perspective, this project will examine how society looks at a range of different breeding techniques to understand which techniques will be accepted and which techniques will cause resistance.
Project description
This research project examines how consumers evaluate different breeding techniques and focuses on the psychology behind attitude construction towards these techniques. Specifically, it focuses on the role of associations, deliberation (and the interaction between these) in the evaluation of breeding techniques.