“…Consumer reasoning around agri-food technologies, including genetically modified organisms (GMOs), cloning, and nanotechnology, has been generally shown to be underpinned by considerations of unnaturalness, trust in science, risk management provision, ethics, risk and benefit 3 perceptions, uncertainty and unknown long-term effects, and concerns about wider implications of science for society (Siegrist, 2008;Palma-Oliveira et al, 2009;de Barcellos et al, 2010;Frewer et al, 2011;Rollin, Kennedy and Wills, 2011). Concerns about what is 'natural' and arguments of 'interfering with nature' pervade public responses to biotechnology, such as GMOs (Tenbült et al, 2005) or cloning (Shepherd et al, 2007), and underpin the rejection of food technologies such as cloned beef (Aizaki, Sawada and Sato, 2011).…”