Digital narrative and food technology neophobia: a study on the behavioral mechanisms of consumers’ acceptance of sustainable agricultural foods

Abstract

With the rapid development of sustainable agricultural foods, public acceptance and trust in emerging food technologies have become critical determinants of their widespread adoption. This study investigates how digital narrative shapes consumers’ risk perception and trust, focusing on the mediating role of food technology neophobia (FTN). Using data collected from the online questionnaire survey, this study applies structural equation modeling and mediation analysis to test the proposed relationships. The results show that positive digital narrative significantly reduces consumers’ FTN, which in turn lowers perceived risk and enhances trust, whereas negative digital narrative indirectly heightens risk perception and weakens trust by reinforcing FTN. These findings confirm the key mediating function of FTN in linking digital information exposure to consumers’ cognitive and affective evaluations of food technologies. From a practical perspective, this study provides actionable implications for both policymakers and marketers. Governments should develop specialized and emotionally adaptive digital communication systems, integrating scientific and regulatory resources to deliver transparent and emotionally balanced narratives that mitigate public fear and uncertainty. For enterprises, digital narrative should serve as a strategic tool to build consumer trust by presenting clear, credible, and emotionally engaging representations of technological processes and sustainability values. By revealing the emotional-cognitive pathways through which digital communication influences consumer attitudes, this research extends the theoretical framework of food technology acceptance and offers empirical guidance for promoting sustainable agricultural innovations.

1 Introduction

In recent years, the global food system faces unprecedented challenges. According to the Statistical Yearbook 2023 published by the Food and Agriculture Organization (FAO) of the United Nations, greenhouse gas emissions from agriculture currently account for approximately 24% of total global emissions, and the carbon footprint of the food system is projected to increase by 40% by 2050 (Statistics, 2023). At the same time, environmental pollution resulting from agricultural production has become an increasingly severe problem. Each year, around 4 million tons of pesticides and 120 million tons of fertilizers are applied globally, with some chemical residues entering the food chain and posing threats to public health (Schnack et al., 2024). Additionally, food safety incidents occur frequently. According to the World Health Organization (2022), approximately 600 million people fall ill and 420,000 die annually due to the consumption of contaminated food. Against this backdrop, sustainable agricultural foods—such as organic products, foods grown with biofertilizers, and genetically modified foods—are regarded as crucial components of the future food system.

The global organic food market reaches USD 126 billion in 2023 and is expected to exceed USD 200 billion by 2030. In parallel, the adoption of genetically modified (GM) foods continues to advance, with more than 190 million hectares of GM crops planted globally across over 70 countries as of 2022. Furthermore, demand for foods produced with biofertilizers is growing rapidly, driven by their benefits in reducing chemical inputs and improving soil health. The global market for such products is projected to reach USD 18.7 billion by 2027 (Trávníček et al., 2024). Despite these advancements in sustainable food technologies, consumer skepticism toward emerging food technologies remains a significant barrier to their acceptance—a phenomenon known as food technology neophobia (FTN). FTN is shown to significantly reduce consumer acceptance of novel food technologies and directly influence purchasing decisions (Siegrist and Hartmann, 2020). The development of FTN is shaped by various factors, including perceptions of food naturalness, cultural values, and individual aversion to unfamiliar products. For example, negative consumer attitudes toward GM foods primarily stem from concerns regarding safety, ethical implications, and perceived unnaturalness (Siddiqui et al., 2022). Moreover, FTN is not confined to GM foods alone; it may also affect consumer acceptance of other innovations such as nanotechnology, cultured meat, and food irradiation (Wendt and Weinrich, 2023).

In the digital communication environment, social media, short video platforms, and online news reports have become the primary channels for disseminating information about food technologies. Digital narratives can exert both positive and negative influences on consumer emotions—positive ones may foster understanding and trust, while negative or sensationalized content may heighten technological fears and resistance (Smykov, 2023). Gustavsen et al. (2025) further demonstrate that consumer acceptance of food is influenced not only by perceived safety but also by perceptions of environmental sustainability and health-related benefits. In addition, transparent information delivery and scientifically grounded narrative strategies can foster consumer trust in emerging food technologies, thereby facilitating their market adoption (Tsimitri et al., 2021). Therefore, investigating how the digital narrative shapes consumers’ FTN and the underlying behavioral mechanisms is essential for advancing the acceptance of sustainable agricultural food products.

Currently, research on FTN has produced a relatively robust body of findings. Experimental studies indicate that consumers often exhibit resistance to innovative food technologies—such as nanotechnology, gene editing, and cultured meat—based on perceived risks, ethical concerns, and personal beliefs, which ultimately reduce their willingness to adopt such products (Wendt and Weinrich, 2023). Furthermore, FTN not only affects individual purchase decisions but can also contribute to broader societal skepticism regarding sustainable agricultural foods, especially through social media amplification and word-of-mouth diffusion (Siddiqui et al., 2022). However, despite the growing interest in the effects of FTN on consumer behavior and the role of food science communication in building trust, existing studies have largely focused on informational content or cognitive factors while overlooking the narrative structures through which such information is communicated. Specifically, there is limited understanding of how digital narratives shape consumers’ emotional responses toward food technologies and consequently influence FTN. Although a few studies have recognized the influence of message framing on consumer perceptions, systematic exploration of digital narrative as a multidimensional construct affecting FTN remains scarce. This gap underscores the need to examine how emotionally charged digital narratives function as psychological triggers that either alleviate or intensify FTN in the context of sustainable food technology acceptance.

Given these research limitations, this study aims to address the existing theoretical and empirical gaps by systematically investigating how digital narrative shapes consumers’ acceptance of sustainable agricultural foods through the mediation of FTN. Specifically, the study seeks to clarify the mechanism through which digital information, conveyed with different emotional valences, influences consumers’ emotional responses, cognitive evaluations, and subsequent behavioral intentions. By introducing digital narrative as a key explanatory variable, this research focuses on uncovering how it regulates FTN and, in turn, affects consumers’ perceptions of risk and trust toward emerging food technologies.

Accordingly, this study pursues three primary research objectives:

• (1) to examine how digital narrative influences FTN, particularly how variations in narrative valence (positive versus negative) shape consumer attitudes toward food technologies and affect their acceptance of sustainable agricultural products;

• (2) to explore the mediating role of FTN in the relationship between consumers’ risk perception and trust, thereby elucidating the behavioral mechanisms underlying this process;

• (3) to construct and empirically validate a comprehensive pathway model of “digital narrative–emotional response–cognitive assessment,” integrating emotional and cognitive variables to advance the understanding of how digital communication influences consumer acceptance of sustainable food technologies.

2 Literature review

2.1 Drivers and barriers to sustainable food consumption

Sustainable agricultural food products refer to food items that are cultivated or manufactured using environmentally friendly, resource-efficient, and ecologically responsible production methods aimed at reducing environmental impact and promoting ecological balance (Tsimitri et al., 2021). Major categories include organic foods, foods grown with biofertilizers, genetically modified (GM) foods, and innovative products derived from agricultural by-products. Organic foods are produced without synthetic chemical pesticides and fertilizers, with a focus on soil health and biodiversity. GM foods are considered an important strategy for addressing global food insecurity due to their high production efficiency and enhanced resistance to pests and diseases. Biofertilizers, as a sustainable alternative to traditional chemical fertilizers, reduce environmental pollution while improving crop yields (Chaudhary et al., 2022; Siddiqui et al., 2022). In recent years, the market for sustainable agricultural food products has expanded rapidly, driven by concerns over climate change, food safety, and growing health consciousness. Consumer demand for sustainable foods continues to rise, and studies indicate that environmental awareness and health-related motivations are among the key factors influencing consumer acceptance of such products. Consumers with heightened environmental awareness are more likely to purchase sustainable foods, as they perceive these products to contribute positively to reducing pollution and maintaining ecological balance (Hassoun et al., 2022).

However, price and availability also play critical roles in shaping consumer purchase behavior. Despite generally favorable attitudes toward sustainable foods, many consumers cite higher prices and limited availability as significant barriers to purchase. For instance, organic and plant-based protein products are often priced at a premium compared to conventional alternatives, which may deter low-income consumers (Siegrist and Hartmann, 2020). Moreover, supply chain efficiency and the accessibility of distribution channels significantly affect consumer choices. Research suggests that market acceptance of sustainable foods could increase markedly if these products were more widely available through mainstream supermarkets and online platforms (Wendt and Weinrich, 2023). In addition, socio-cultural factors including perceptions of food naturalness and traditional dietary habits, substantially influence consumer acceptance of sustainable foods. Some consumers equate naturalness with safety and consequently express skepticism toward foods that are genetically modified or produced using advanced technologies (Polimeni et al., 2018).

2.2 Food technology neophobia

Food Technology Neophobia (FTN) refers to consumers’ psychological resistance to novel and sustainable food technologies—such as bio-based packaging, or gene-edited crop cultivation—which results in reluctance or even refusal to try or accept food products developed through these technologies (Cox and Evans, 2008). The manifestations of FTN are diverse and can be categorized based on consumer behavior. One prominent manifestation is heightened risk perception, wherein consumers tend to overestimate potential health hazards associated with new food technologies while underestimating their environmental and nutritional benefits (Vidigal et al., 2015). Another significant contributor to FTN is mistrust, often stemming from limited consumer knowledge about food technologies. This lack of understanding may cause skepticism toward foods produced using unfamiliar methods, with consumers perceiving such products as lacking reliable safety assurances (Wang et al., 2023). Health and ethical concerns also play critical roles in shaping FTN. Some consumers worry that technological interventions alter the natural qualities of food, while others raise ethical objections—particularly concerning animal welfare or the long-term consequences of genetic modification (Cattaneo et al., 2019). Collectively, these factors exert a substantial influence on consumer behavior. Most notably, FTN significantly reduces consumers’ purchase intention. Empirical studies demonstrate that individuals with higher levels of FTN are more likely to avoid food products containing ingredients derived from new technologies, even when scientific evidence confirms their safety (Matin et al., 2012). Additionally, FTN creates substantial barriers to the commercialization and market promotion of innovative food technologies. To address consumers’ fear and skepticism, food companies are often required to allocate considerable resources to public education and science-based communication efforts aimed at improving acceptance (McKenzie et al., 2021). Furthermore, the effects of FTN are moderated by cultural and geographic factors. For example, research suggests that Chinese consumers exhibit greater openness toward novel food technologies compared to consumers in New Zealand. Meanwhile, consumers in Europe and the United States tend to display higher levels of skepticism, particularly regarding GM foods and cell-cultured meat (Gómez-Luciano et al., 2019; Wang et al., 2023; Wilks and Phillips, 2017).

2.3 Digital narrative

Digital narrative refers to a mode of information dissemination based on digital media platforms such as social media, short videos, and online news. By integrating multimedia elements—including images, video, text, and interactive technologies—digital narrative not only conveys factual content but also shapes emotional experiences and attitudes of the audience (Meadows, 2003). In the food sector, digital narratives have been widely adopted to promote new food technologies and enhance consumer understanding and acceptance. Research has shown that narrative strategies used in social media can influence consumers’ perceptions of food safety and technological attributes, thereby affecting their purchasing decisions (Giacalone and Jaeger, 2023). In the context of FTN, digital narrative plays a dual role. On the one hand, it can alleviate consumers’ fear of food technology. For example, positive narratives—such as visual presentations of food production processes or expert-led dissemination of scientific knowledge—have been found to reduce consumers’ uncertainty and strengthen their trust in novel food technologies (Thomas-Francois et al., 2023). Scientific communication rooted in credible sources can further mitigate perceived risks and improve consumers’ sense of safety regarding emerging food technologies. For instance, short videos published by official channels that visually demonstrate the production process of lab-grown meat have been shown to increase public acceptance of such technologies (Seo and Shigi, 2024). On the other hand, negative digital narratives can amplify FTN. Studies have indicated that overstating the potential risks of food technologies or circulating unverified negative information can heighten consumer anxiety. For example, negative media coverage of gene-edited foods has been found to lower purchase intentions and increase resistance toward food technologies (Zambrano, 2018). Moreover, the interactive nature of social media facilitates the rapid dissemination of emotionally charged content, which may result in collective fear amplification, thereby hindering the market penetration of sustainable food technologies (Kim and Hall, 2020).

In summary, although existing studies have explored how digital narratives influence consumer acceptance of food technologies, research specifically examining how digital narratives modulate FTN and subsequently affect consumer behavior remains limited. Current theoretical models largely focus on constructs such as risk perception, trust, and attitude change, while overlooking the mediating role of FTN in this process. Furthermore, the differential effectiveness of various digital narrative formats in modulating FTN has not yet been systematically tested. Therefore, this study aims to develop a comprehensive research framework to examine how digital narratives regulate FTN and, in turn, influence consumers’ purchasing behavior toward sustainable agricultural products, addressing the current theoretical gap. The findings are expected to enrich the theoretical foundation of consumer acceptance in the food technology domain and offer practical guidance for enterprises to formulate more effective digital marketing and communication strategies.

3 Methodology

Theoretical frameworks such as the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) are commonly employed to examine consumer acceptance of sustainable agricultural food products (Siegrist and Hartmann, 2020). TAM posits that consumers’ acceptance of new food technologies is primarily driven by perceived usefulness and perceived ease of use. For instance, consumer acceptance tends to increase when plant-based or genetically modified foods are perceived as beneficial to health and the environment (Hassoun et al., 2022). TPB, in contrast, emphasizes the roles of attitudes, subjective norms, and perceived behavioral control in shaping consumer behavior. Within the context of food consumption, consumers’ purchase intentions are not only shaped by personal attitudes but are also influenced by social and cultural norms. For example, when individuals perceive positive opinions about sustainable food products within their social groups, they are more likely to adopt and purchase such products (Tsimitri et al., 2021).

While TAM and TPB offer valuable insights into consumer behavior toward sustainable food technologies, both frameworks have notable limitations. First, TAM largely emphasizes rational decision-making, which may not fully capture the emotional and intuitive dimensions of consumer choices, especially in contexts involving food safety or emerging technologies (e.g., gene editing, biofertilizers). In such cases, food technology neophobia (FTN) has emerged as a significant determinant of consumer resistance (Wendt and Weinrich, 2023). Second, although TPB accounts for subjective norms and perceived behavioral control, it does not sufficiently incorporate the moderating effects of emotional factors, such as fear and trust, on consumer acceptance. Moreover, while prior studies on food technology communication often focus on message content, they frequently overlook the potential influence of message presentation style—particularly the impact of narrative form—on consumer perceptions and behavior. Therefore, this study integrates emotional constructs such as FTN, perceived trust, and perceived risk into a comprehensive model of sustainable agricultural food product acceptance. It further introduces digital narrative as a key influencing variable to explore how different styles of food science and technology communication affect consumers’ purchasing decisions at a deeper cognitive and emotional level.

3.1 Hypothetical modeling

3.1.1 The impact of digital narrative on FTN

Digital narrative (DN), as a dominant form of digital information dissemination, plays a crucial role in shaping consumers’ perceptions of food technologies through various presentation strategies. Prior research indicates that positive digital narratives—such as expert interpretations and visually engaging content—can alleviate FTN by reducing consumers’ uncertainty about food technologies, whereas negative narratives emphasizing risks may exacerbate such fears (Mou and Lin, 2014; Rutsaert et al., 2014). Digital platforms, particularly social media and short-video platforms, exacerbate FTN by facilitating the rapid spread and emotional amplification of risk-related information due to their interactive and affect-driven communication mechanisms. When consumers encounter negative narratives about food technologies via these digital channels or through news reports, their FTN levels tend to increase (Rini et al., 2024). On the other hand, scientific and transparent digital narratives, especially those involving authoritative interpretations from professional organizations, have been shown to reduce FTN (Mou and Lin, 2014). Accordingly, the following hypothesis is proposed:

H1: Digital narrative has a significant effect on consumers’ FTN.

3.1.2 The impact of FTN on consumers

FTN is widely recognized as a critical factor influencing consumer attitudes and behaviors, particularly in the context of sustainable agricultural food products (Cattaneo et al., 2019; Hassoun et al., 2022; Matin et al., 2012). Risk perception represents a key psychological variable in the consumer decision-making process, and elevated levels of FTN are often accompanied by heightened perceptions of risk. Empirical studies indicate that consumers’ risk assessments of food technologies are significantly shaped by psychological and emotional responses, where negative information or perceived uncertainty tends to intensify perceived risks (Eiser et al., 2002). Furthermore, trust plays a central role in consumer acceptance of food technologies. Consumers who exhibit stronger FTN are more likely to express skepticism toward emerging food technologies and demonstrate lower levels of trust in food producers, scientific institutions, and regulatory agencies (Lobb, 2005). This erosion of trust may further inhibit their willingness to accept and adopt sustainable food innovations. Based on the theoretical foundation and existing empirical findings, the following hypotheses are proposed:

H2: FTN is positively associated with consumers’ risk perception of sustainable agricultural foods.

H3: FTN is negatively associated with consumers’ trust in sustainable agricultural food technologies.

3.1.3 The impact of digital narrative on consumers

The digital narrative plays an important role in food safety communication, and its mode of presentation directly affects consumers’ interpretation of food-related risks. Studies show that the emotional contagion of a digital narrative plays a key role in shaping risk perception, especially in the context of social media, where emotionally charged narratives are more likely to influence consumers’ judgment of food safety (Soon, 2020). In addition, consumer trust in food technologies is often affected by both the source and the format of information delivery. Highly credible information sources can enhance consumer confidence in food technology and foster trust in food products through digital narrative (You et al., 2023). Moreover, the interactivity of digital narrative (e.g., consumer reviews, social media sharing) may further influence consumer trust via mechanisms of social identity (Ventura et al., 2021). Based on this, the following hypotheses are proposed in this study:

H4: Digital narrative has a significant direct effect on consumers’ risk perception of sustainable agricultural foods.

H5: Digital narrative has a significant direct effect on consumers’ trust in sustainable agricultural food technologies.

H6a: Digital narrative indirectly influences consumers’ risk perception through the mediating effect of FTN.

H6b: Digital narrative indirectly influences consumers’ trust through the mediating effect of FTN.

In summary, this study incorporates digital narrative and consumer perception variables into the theoretical framework of FTN to construct an integrated model that explores how digital narrative influences consumer acceptance of sustainable agricultural foods. Specifically, the study analyzes the impact of digital narrative on consumer risk perception and trust, and further examines the mediating role of FTN in this process. Based on these hypotheses, a new research model is proposed to explain the relationships among digital narrative, FTN, and consumer attitudes (as shown in Figure 1).

Figure 1

3.2 Measurement development

To validate the hypothesized model proposed in this study, a structured questionnaire was developed based on well-established measurement scales, adapted to the context of this research (as shown in Table 1). The questionnaire covered four core latent variables: positive/negative digital narrative, food technology neophobia (FTN), risk perception, and trust. Each construct was measured using a five-point Likert scale (1 = strongly disagree, 5 = strongly agree).

The measurement of positive and negative digital narrative was adapted from Hatfield et al.’s (1993) research on emotional contagion mechanisms and Green and Brock’s (2000) work on narrative influence. The items were contextualized within digital communication environments to assess changes in consumer attitudes toward food technology after exposure to emotionally driven content. Specifically, the positive digital narrative dimension captured consumers’ favorable attitudinal responses to social media content related to green agricultural technologies and innovations in sustainable agricultural food production. In contrast, the negative digital narrative dimension assessed consumers’ concerns and resistance triggered by fear-based content, such as messages suggesting “technological food is hazardous to health” or “artificial food cannot be trusted.” The FTN construct was measured using a simplified scale adapted from Schnettler et al. (2013), which evaluates consumers’ worry, uncertainty, and avoidance behaviors regarding emerging food technologies. Risk perception was measured following the framework developed by Rutsaert et al. (2014), focusing on consumers’ subjective evaluations of potential health risks and uncertainties associated with the production and processing of green agricultural foods. Finally, the trust construct was assessed based on the measurement model proposed by Giordano et al. (2018), which reflects consumers’ trust in sustainable agricultural foods and the regulatory mechanisms that govern their safety and quality.

4 Result

4.1 Data collection and description

An online questionnaire survey was conducted using the “Wenjuanxing” platform, yielding a total of 382 responses. The “Wenjuanxing” platform was selected because it is one of the most widely used online survey tools in China, offering a large and diverse respondent pool, strong data security protocols, and efficient distribution across multiple digital channels. Based on predefined screening criteria, quality control and data cleansing procedures were implemented. A total of 37 invalid responses were excluded due to issues such as missing data, incomplete responses to core measurement items, unusually short completion times, or patterned answering behavior. After filtering, 363 valid responses were retained for analysis, resulting in a valid response rate of 90.31%.

Regarding the demographic characteristics of the sample (see Table 2), gender distribution was relatively balanced. The majority of respondents were between 19 and 39 years old, followed by those aged 40–49. In terms of education level, respondents holding a bachelor’s degree accounted for the largest proportion, followed by those with vocational or associate degrees. Respondents with a master’s degree or above made up 12.3% of the sample. Regarding place of residence, 63.8% of participants lived in urban areas, while 23.2 and 13.0% resided in counties/towns and rural areas, respectively. For monthly income, 40.0% reported earning between 5,001 and 10,000 RMB, 35.2% earned less than 5,000 RMB, and 24.8% earned more than 10,000 RMB. In terms of digital media usage, 40.3% reported using digital media for more than 3 h per day, 38.9% for one to 3 h, and 20.8% for less than 1 h. As for food health concern, 48.8% of participants expressed a moderate level of concern, 34.6% reported a high level of concern, and 16.6% expressed low concern. Overall, the sample displayed a diverse demographic profile in terms of age, education, income, and media exposure, providing a sound basis for the subsequent empirical analysis.

4.2 Model testing

In this study, the questionnaire data were analyzed using SPSS for statistical processing and SmartPLS for partial least squares structural equation modeling (PLS-SEM). SEM was employed to systematically examine the path relationships and interactions among the latent variables in the proposed model. Compared with traditional statistical methods, SEM allows for the estimation of both direct and indirect effects and offers deeper insights into the complex interrelationships between latent constructs. This provides a more comprehensive and intuitive framework for model evaluation, making SEM particularly well-suited for hypothesis testing and causal inference (Muthén and Asparouhov, 2015). To assess the reliability and validity of the measurement instrument, this study examined the internal consistency and convergent validity of the questionnaire data (see Table 3). The results indicated that the Cronbach’s α coefficients for all constructs exceeded 0.75, demonstrating strong internal consistency. Composite reliability (CR) values ranged from 0.79 to 0.86, and all average variance extracted (AVE) values were above the threshold of 0.50, indicating satisfactory convergent validity. Moreover, all standardized factor loadings were greater than 0.68, further confirming the construct validity of the measurement scales.

Based on the measurement model evaluation, SEM was further applied to examine the structural path relationships among the latent variables. As shown in Table 4, the model demonstrates a good overall fit with the data. Specifically, the chi-square to degrees of freedom ratio (χ²/df) is 2.14, which falls well below the commonly accepted threshold of 5, indicating an acceptable level of model complexity. The root mean square error of approximation (RMSEA) is 0.047, substantially lower than the cutoff value of 0.08, suggesting a low approximation error and a good fit. Additionally, all other goodness-of-fit indices meet the conventional standards for acceptable model fit. Although the adjusted goodness-of-fit index (AGFI) is slightly below the ideal benchmark of 0.90, it remains within an acceptable range, further supporting the adequacy of the model.

The results of the path analysis for the research hypotheses based on SEM are shown in Table 5.

Hypothesis H1 is significantly supported. The results of the path analysis show that the path coefficient of digital narrative (DN) on food technology neophobia (FTN) is −0.261 (p < 0.001) with a t-value of −4.015, indicating that positive DN significantly reduces consumers’ fear of sustainable agricultural food technologies. This finding aligns with Saleh et al. (2024), who demonstrate that positive forms of information expression in digital media (e.g., scientific visualizations, expert explanations, or successful application cases) help dissolve public doubts about cutting-edge food technologies, thereby increasing acceptance and trust. Building on this foundation, the present study further confirms the key role of DN in the consumer attitude regulation mechanism, highlighting its practical value in emotional intervention. By designing digital communication strategies that incorporate positive emotions, transparent content, and credible sources, it becomes possible to alleviate consumers’ FTN at the psychological level and foster a more inclusive and trustworthy information environment for promoting sustainable agricultural foods.

Both Hypotheses H2 and H3 are significantly supported as well. Specifically, FTN has a significant positive effect on consumer risk perception (RP) of sustainable agricultural foods, with a path coefficient of 0.421 (p < 0.001) and a t-value of 7.386. This result indicates that the higher the level of FTN, the more likely consumers are to perceive potential health or safety risks in the associated technologies. Meanwhile, FTN also has a significant negative effect on consumer trust perception (TP), with a path coefficient of −0.314 (p < 0.05) and a t-value of −3.376, suggesting that stronger fear of food technology corresponds to lower levels of consumer trust in the production technologies and regulatory systems behind sustainable agricultural foods. This finding aligns with previous research. For example, Silva et al. (2024) argue that FTN reinforces consumers’ perceptions of technological uncertainty, thereby diminishing trust in the products. These results suggest that FTN influences two critical pathways in shaping consumer attitudes: on one hand, it amplifies risk perception and affects judgment; on the other hand, it reduces trust and acts as an emotional barrier. Therefore, when promoting sustainable agricultural foods, it is essential to develop targeted communication strategies that effectively alleviate food technology fear, enhance understanding and trust in new technologies, and ultimately improve consumer acceptance.

Hypothesis H4, which examines the effect of DN on risk perception (RP), is not supported. The path coefficient is 0.082, with a t-value of 1.39, failing to reach statistical significance. This outcome may be attributable to several factors. First, the communicative effectiveness of DN may not directly influence risk perception when the content includes complex technical details or scientific terminology. Faced with such specialized information, consumers tend to rely on existing cognitive frameworks, making it difficult to shift their original perceptions of risk. Second, individual differences in information processing may also moderate this relationship. Consumers’ cognitive styles, media literacy, emotional responses, and pre-existing attitudes toward food technology may all shape the effect of DN on risk perception (Ha et al., 2020). For example, research by Dolgopolova et al. (2015) suggests that individuals with higher critical thinking skills may approach digital narratives with greater skepticism, diminishing the impact of the message. In addition, consumers’ attitudinal and emotional predispositions toward specific food technologies may affect how they perceive associated risks, further weakening the direct influence of DN.

Hypothesis H5, which explores the effect of DN on perceived trust, is significantly supported. The path coefficient is 0.255 (p < 0.01), with a t-value of 3.4, indicating that positive DN significantly enhances consumer trust in food technology. This finding supports the theory of emotional contagion, which posits that positive information expression evokes favorable emotional responses, thereby increasing trust in the subject matter (Baum et al., 2023). Especially when consumers lack clear knowledge of emerging food technologies, content delivered with a positive emotional tone, user-friendly language, and an encouraging framing helps shape more favorable technological impressions and expectations. Ammann et al. (2025) find that when information comes from authoritative scientific organizations or credible experts, its perceived reliability significantly increases, enhancing public trust in agricultural technologies. Similarly, Dolgopolova et al. (2015) show that transparent and positively framed information enhances consumer trust in functional foods—an effect that also holds for consumers unfamiliar with specific technologies or those adopting a cautious stance. Furthermore, the emotional tone of the message plays a crucial role in building trust. Positive digital narrative not only conveys factual information but also subtly shapes consumers’ psychological perceptions through its emotional framing and storytelling style, thereby fostering acceptance and identification with new technologies.

Building on the direct effects discussed above, this study further examines the mediating role of food technology neophobia (FTN) in the relationship between digital narrative (DN) and consumer perceptions. The bias-corrected Bootstrap method is employed to estimate 95% confidence intervals, using 5,000 resamples to test the indirect effects of DN on consumers’ product risk perception (RP) and trust perception (TP) through FTN (see Table 6).

The analysis results indicate that the indirect path coefficient for Hypothesis H6a is −0.11, with a confidence interval of [−0.174, −0.059], confirming a statistically significant mediating effect. Specifically, digital narratives reduce consumers’ FTN, which in turn leads to a decrease in their perceived risk of emerging food technologies. This finding echoes LaCour et al. (2019), who emphasize the critical influence of social cognition and technological fear on the formation of consumer risk perception. Similarly, Hypothesis H6b is also supported, with an indirect path coefficient of 0.082 and a confidence interval of [0.034, 0.137], indicating a significant positive mediating effect. In contrast to H6a, this pathway shows that digital narratives enhance consumer trust by mitigating fear related to food technology. Together, these findings underscore the pivotal role of FTN as a psychological mediator linking digital communication strategies to consumer cognitive and emotional evaluations. FTN thus functions as a key mechanism through which narrative framing shapes consumer attitudes and facilitates acceptance of sustainable agricultural products.

5 Discussion and implication

5.1 Discussion

This study systematically investigates the relationships among digital narrative (DN), food technology neophobia (FTN), and consumers’ risk perception (RP) and trust perception (TP) regarding sustainable agricultural foods. Through structural equation modeling and mediation effect analysis, several key pathways are validated, shedding light on the mechanisms through which digital narratives influence consumer perceptions and attitudes.

First, the findings confirm the central mediating role of FTN in shaping consumers’ risk assessments and trust judgments. Specifically, FTN exerts a significant positive influence on consumers’ risk perception of sustainable agricultural foods and a significant negative influence on their trust perception. These results suggest that consumer anxiety, unease, and avoidance in the face of emerging food technologies not only intensify concerns about potential health risks but also erode trust in the technologies and the associated regulatory systems. Similar empirical evidence has also been reported by Siegrist and Hartmann (2020) and Cattaneo et al. (2019), who found that heightened food technology fear significantly amplifies perceived risk and undermines consumer trust across various food innovation contexts, including genetically modified and nanotechnology-based foods. These convergent findings provide empirical support for FTN as a core psychological mechanism shaping consumer responses to sustainable food technologies.

Second, this study validates the role of digital narratives in reducing technological fears and enhancing trust perceptions. Positively framed, emotionally resonant content—such as success stories of green agriculture, demonstrations of technological efficacy, or expert explanations—proves effective in lowering consumer resistance and increasing perceived trust. This aligns with the findings of Ploll et al. (2023), who emphasize that information originating from credible sources, when delivered with positive emotional tone and visual reinforcement, significantly enhances public acceptance of agricultural technologies. Empirical work by Rutsaert et al. (2014) and Yang et al. (2016) similarly demonstrates that transparent and affectively positive digital communication mitigates technology-related anxiety. The present study extends these results by empirically identifying FTN as a mediating channel through which digital narratives reconstruct trust perceptions, offering a more nuanced explanation of this communication effect. Moreover, this study reveals that DN exerts its effect on trust not only through a direct pathway but also indirectly by reducing FTN, thereby confirming a dual-path mechanism of emotional regulation–trust reconstruction. This structural logic resonates with the “dual pathway model” proposed by Wall and Chen (2018), which posits that transparency enhances trust while fear diminishes it, thereby advancing the theoretical understanding of how digital communication affects trust through emotional mechanisms.

Third, the direct path from digital narratives to consumer risk perception does not reach statistical significance. Although prior research has suggested a potential link between emotional framing in DN and risk perception (Ha et al., 2020; Rutsaert et al., 2014), the present study finds that this relationship is more likely mediated by FTN rather than exerted directly. Risk perception, as a relatively stable cognitive construct, is shaped by a range of factors, including the perceived credibility of information, technical knowledge, and preexisting beliefs. In the absence of strong emotional arousal, the influence of digital content on risk perception may be limited. This highlights the need for future research to explore the moderating effects of individual differences—such as media literacy, scientific reasoning ability, and risk sensitivity—in shaping consumer responses to digital narratives.

Overall, this study enhances the understanding of the behavioral mechanisms underlying consumer acceptance of sustainable agricultural technologies in the context of digital communication. In contrast to previous research that primarily focuses on informational content or risk assessment, this study incorporates the emotional variable FTN and constructs an integrated pathway model of digital narrative → emotional response → cognitive evaluation. This model expands the theoretical framework regarding how digital communication influences acceptance of food technologies and offers empirical insights for developing more effective digital strategies to promote sustainable food innovations.

5.2 Practical implication

This study elucidates the mechanisms through which digital narratives influence consumers’ risk perception and trust perception regarding sustainable agricultural foods, primarily via the mediating role of food technology neophobia (FTN). Based on these findings, several strategic recommendations are proposed to support the promotion of sustainable agricultural products and improve public perception management.

First, from the perspective of digital information governance, it is recommended that relevant government departments integrate the resources of food safety regulators, scientific research institutions, and authoritative media to establish an information dissemination system characterized by professionalism, visual appeal, and emotional resonance. By producing digital content with a clear structure, accessible language, and a positive emotional tone—such as showcasing achievements in green agricultural technologies or demonstrating traceability systems—public fear of the unknown and resistance to new technologies can be effectively mitigated. This, in turn, contributes to enhancing public trust and acceptance of food technologies.

Second, in light of the mediating role of FTN in shaping risk and trust perceptions, governments should consider implementing an emotional early warning mechanism during policy announcements or crisis communication involving food technologies. By leveraging social media analytics, authorities can monitor real-time public sentiment fluctuations and promptly identify emerging signals of fear dissemination. In the early stages of public opinion formation, releasing authoritative and emotionally positive digital narratives can help contain fear proliferation and curb the escalation of perceived risk.

Third, for producers of sustainable agricultural foods, digital narratives should not be viewed merely as branding tools but as critical instruments for building consumer trust. Companies are encouraged to communicate the scientific rationale and sustainability value of their products through transparent representations of the production process, visualized application scenarios, and expert-driven content. Avoiding overly technical jargon or excessively commercialized language can prevent alienating consumers or triggering skepticism. Furthermore, emphasizing the connection between food technologies and natural systems—such as environmental friendliness, ecological benefits, and alignment with healthy lifestyles—can alleviate concerns related to “artificial intervention” and foster greater consumer confidence and acceptance.

Finally, practitioners should tailor their digital communication strategies according to consumers’ varying levels of FTN. For consumers with high level, marketers should focus on trust-building measures—such as expert-endorsed content, and transparent production videos—to reduce perceived uncertainty. For moderate-FTN consumers, interactive storytelling formats can effectively enhance familiarity and positive emotional resonance. For low-FTN or innovation-oriented consumers, brands may emphasize the technological advantages, sustainability performance, and lifestyle compatibility of products to stimulate advocacy and word-of-mouth diffusion. Such segmentation-oriented communication strategies not only enhance message relevance and emotional fit but also improve overall efficiency in promoting public acceptance of sustainable agricultural innovations.

6 Conclusion

This study systematically investigates the mechanisms through which digital narratives influence consumers’ trust and risk perceptions in the context of sustainable agricultural foods. Based on structural equation modeling and mediation effect analysis, the findings demonstrate that digital narratives significantly affect food technology neophobia (FTN), which in turn serves as a key mediating variable between trust perception and risk perception. Specifically, positive digital narratives effectively alleviate consumers’ fears regarding food technology, thereby reducing their perceived risk and significantly enhancing their level of trust. These results not only validate the critical role of emotional factors in bridging the gap between digital communication and consumer attitudes but also offer a practical pathway to promote public acceptance of sustainable agricultural technologies. In light of the growing development of food technologies and the increasing digitization of public information channels, the study provides timely and empirical support for the design of more targeted and effective digital communication strategies. Beyond empirical findings, by introducing FTN as a mediating variable, the study extends existing models of technology acceptance by highlighting the emotional regulation mechanisms embedded in digital communication. This “digital narrative–emotional response–cognitive assessment” framework enriches the theoretical foundation of consumer behavior and risk perception research in the sustainable food technology domain. Together, these findings provide both theoretical and practical insights into how digital communication can enhance public trust in sustainable agricultural innovation, thereby contributing to the broader goal of promoting green consumption and sustainable development.

Nevertheless, several limitations should be acknowledged. First, the study is based on cross-sectional data, which limits the ability to infer causal relationships or capture the dynamic evolution of psychological and behavioral responses over time. Future research could adopt experimental or longitudinal designs to enhance the robustness of causal inferences. Second, this study did not differentiate the potentially heterogeneous effects of different sources of digital narratives on consumer cognition and emotion. Future research is encouraged to incorporate communicator identity or information credibility as moderating variables to explore their interaction effects. Lastly, the sample in this study is geographically concentrated, which may constrain the generalizability of the findings. Given the influence of socio-cultural contexts, policy environments, and technology literacy, broader international samples and cross-cultural comparisons are necessary to validate and extend the theoretical framework proposed in this study. Additionally, because the survey was administered via the online survey platform, the sample may be subject to potential biases related to online panel recruitment and self-selection, which could affect the representativeness of the findings. Future research may consider using multiple data collection platforms or mixed-method approaches to mitigate this limitation. Future investigations may also benefit from expanding the temporal scope of research designs, incorporating structural variations in communication strategies, and exploring the interplay between cognitive and affective variables across diverse cultural settings. These efforts will help to further deepen the theoretical foundation and practical relevance of digital communication in the sustainable food technology domain.

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