Abstract
The purpose of the present study is to explore the effect of consumers' knowledge of, and attitude to, clone technology on their acceptance of products derived from bovine embryo clones. One hundred and seventy one consumers living in the Sapporo city, Hokkaido, served as respondents and data collected from them was analyzed using structural equation modeling and the contingent ranking method (conjoint analysis). The following results were obtained: 1) Consumers' latent attitudes toward clone technology such as 'anxiety for food safety', 'ethical evaluation', and 'direct benefits' affected their acceptance of products derived from bovine embryo clones. 2) But, consumers' knowledge of clone technology did not contribute much to the forming of their latent attitudes. 3) In conclusion, we insist that providing consumers with technological information about clone technology does not increasing their acceptance of products derived from bovine embryo clones.
