Overview

This volume analytically explores consumer perspectives of biotechnology and the ability of the marketplace to address consumer needs and concerns regarding this frontier technology. This includes an examination of how science-based industries with complex market transactions provide information and choice to consumers. Other topics covered are: how consumers' perspectives of risk and uncertainty extend beyond scientific assessments of risks and hence their market demand for new products; how consumers influence the economy and societal values by bringing to their purchasing decisions a broader range of ethical, social and environmental concerns; how consumers gain a greater understanding of the importance of consumer acceptance to the successful development of this technology by examining the linkages between capital markets and consumer perspectives; how companies compete and are structured in the marketplace and how their behaviour impacts on consumer welfare; and mechanisms for consumer participation and consultation.

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