U.S. consumers' attitudes toward RNA interference technology in the beef sector

RNA interference (RNAi) is a naturally occurring biological process that has the potential to cut production costs in the livestock sector. RNAi can be used to silence gene expression in organisms. Yet, genetic technologies are often viewed as controversial in the food sector. An online survey was used to determine U.S. consumers' perceptions and attitudes toward RNAi technology's application in the beef sector. Respondents were given one of four information treatments in addition to a base statement describing RNAi. We estimate three models of demographic variables using a generalized ordered logit. Findings reveal that consumers would prefer RNAi be applied to the beef sector for the purpose of increasing animal health, reducing the use of antibiotics, and to protect cattle from disease. Overall, consumers show an apprehension toward the technology due to food safety concerns. Females and older individuals are less accepting while having a college graduate are more receiving of RNAi technology.