Despite the increasing number of personalized nutrition services available on the market, nutrigenomics-based level of personalization is still the exception rather than a mainstream activity. This can be partly explained by various factors of consumer acceptance of the new technology. While consumer attitudes toward genetic tests aiming to reveal the risks of a predisposition to various illnesses have already been examined by several research studies worldwide; consumer acceptance of nutrigenomics-based personalized nutrition has only been examined by a significantly lower number of papers, especially in the Central and Eastern European region. The purpose of this paper is to examine consumer acceptance of genetic-based personalized nutrition in Hungary. Therefore a national representative survey was conducted involving 1000 individuals. The starting point of the model used is the assumption that the consumer acceptance of personalized nutrition is influenced by its consumer perceptions, which are affected by psychological processes that, in a more general sense, determine acceptance of food innovations. The results show that 23.5% of respondents accept genetic test-based personalized nutrition. Women were found to reject the new technology in a significantly smaller proportion than men. The relationship between other demographic variables (i.e. age groups, education and subjective income level) and the perception of genetic-based personalized nutrition is also significant. Our results indicate that it is perceived cost/benefit that is most strongly related to genetically based personalized dietary preferences, followed by perceived risk and subjective norms. Perceived uncertainty and perceived behavioural control, however, have only a weak relationship with genetic-based personalized dietary preferences. Compared with the magnitude of the effect of socio-demographic criteria, it can be concluded that, on the whole, psychological processes in the individual have a greater influence on the development of preferences for genetic-based personalized nutrition than any socio-demographic factor. This also confirms the trend that there are more and more value-added products or value propositions (where a significant part of the value added is to be found in product innovation), for which psychological characteristics are/should be given more emphasis among the segmentation criteria.

中文翻译：

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匈牙利消费者对基于基因的个性化营养的接受度

尽管市场上提供的个性化营养服务越来越多，但基于营养基因组学的个性化水平仍然是例外，而不是主流活动。这可以部分地用消费者接受新技术的各种因素来解释。虽然全球范围内的多项研究已经检验了消费者对旨在揭示各种疾病易感风险的基因测试的态度；消费者对基于营养基因组学的个性化营养的接受度仅通过数量明显较少的论文进行了检验，特别是在中欧和东欧地区。本文的目的是调查匈牙利消费者对基于基因的个性化营养的接受程度。因此，进行了一项涉及 1000 人的全国代表性调查。所使用模型的出发点是假设消费者对个性化营养的接受程度受到其消费者认知的影响，而消费者认知又受到心理过程的影响，而心理过程在更一般的意义上决定了对食品创新的接受程度。结果显示，23.5%的受访者接受基于基因检测的个性化营养。研究发现，拒绝新技术的女性比例明显低于男性。其他人口变量（即年龄组、教育程度和主观收入水平）与基于遗传的个性化营养的认知之间的关系也很重要。我们的结果表明，感知成本/收益与基于遗传的个性化饮食偏好关系最为密切，其次是感知风险和主观规范。然而，感知的不确定性和感知的行为控制与基于遗传的个性化饮食偏好只有微弱的关系。与社会人口统计标准的影响程度相比，可以得出结论，总体而言，个体的心理过程对基于遗传的个性化营养偏好的发展比任何社会人口因素都有更大的影响。这也证实了这样的趋势：增值产品或价值主张（其中增值的很大一部分来自于产品创新）越来越多，在细分中应该更加重视心理特征。标准。