The identification of factors linked to the potential acceptance of transgenic biopharmaceuticals: an exploratory study.

In this exploratory study, Rogers' diffusion of innovation theory was used to identify which factors are likely to contribute to the potential acceptance of transgenic biopharmaceuticals (TG-Bs). These products are not yet available to the general public. A scale was designed to assess three of five core attributes related to the potential adoption rate of innovations (Rogers 1995), as well as to measure potential acceptance characteristics for biotechnology products. These attributes were relative advantage, compatibility with existing values, and complexity. In addition, two other characteristics were included: knowledge (Gartrell and Gartrell 1979) and perceived risks (Bauer 1960). The survey was completed by 74 consumers (78% response rate) using convenience sampling. The research findings show that Rogers' three core attributes are supported, but that knowledge andperceived risks were excluded from the model. The model for transgenic biopharmaceuticals consists of: 1. Consumer-related benefits (positively correlated to potential adoption). 2. New types of animals (negatively correlated to potential 3. Perceived complexity (negatively correlated to potential adoption). All the scaled items developed for this study were highly significant, which indicates that they can be used successfully by other researchers working in this field. As TG-Bs are a discontinuous innovation, biotechnology companies may need to present the benefits of these products, as well as the ease of their use prior to their launch, in order to increase their potential acceptance by consumers.