Consumer attitudes towards plant breeding combining ancient wheat with modern varieties

This study aimed to explore the awareness and attitudes of Swedish consumers towards conventional plant breeding and the specific case of crossing conventional varieties with ancient varieties. The analysis was based on data obtained from a questionnaire-based survey (N = 999) conducted in Sweden in September 2023. The questionnaire covered demographics, the ranking of qualities that can be enhanced by plant breeding, attitudes and beliefs regarding the consumption of cereals developed by plant breeding, plant breeding neophobia (PBN), awareness of ancient cereals, and attitudes and beliefs towards consuming cereals resulting from crosses of ancient and modern varieties. The results indicated that plant breeding was primarily associated with qualities supporting cultivation and mitigating effects of climate change, rather than qualities directly related to food, eating and personal health. Nevertheless, (smaller) clusters of consumers also recognised sensory and health/nutrition benefits. Plant breeding neophobia (PBN) did not differ with age, was higher among women, but decreased with higher educational level. The results illustrate that most respondents were aware of ancient cereals, with awareness increasing alongside higher age and education level. Attitudes and beliefs towards eating modern cereals (developed through plant breeding), as well as a crossing between modern and ancient cereals, were generally neutral to slightly positive. However, the crossing option was perceived to result in food products that were comfortable, health-promoting and safe to eat, compared to conventional varieties. Male gender and higher education were positive predictors of attitudes, whereas PBN negatively influenced attitudes towards eating food developed through plant breeding. A similar pattern was found regarding attitudes towards cereals resulting from crosses of modern and ancient varieties. The conclusions and identified values are expected to assist stakeholders and policymakers in effectively communicating the qualities of plant breeding and new varieties to the public. • Consumers associate plant breeding with cultivation and tolerance to climate change. • Women, with low education express Plant breeding neophobia (PBN). • Male gender, higher education positively predicts attitudes to plant breeding. • Plant breeding neophobia (PBN) negatively predict attitudes towards plant breeding. • Crossing ancient and modern cereal is seen as comfortable, health promoting and safe.