Exploring the consumer acceptance of and preferences in nutrigenomics-based personalized health management service

Nutrigenomics is an emerging technology that offers opportunities for personalized health management from the preventive and promoting perspectives. Despite general agreement on the value of nutrigenomics as a powerful approach to unravel the complex diet-health relationships, challenges in applications at the scientific, regulative, and ethical levels have also been widely discussed. However, research into the consumer acceptance and potential service models of such application is relatively scarce. As the awareness and demand for preventive medicine continues to grow worldwide alone along with the ever increasing market of health optimizing improving product and service, the successful development of such innovative applications would require better knowledge from consumer´s perspectives. In the present study a multimedia online survey was carried out to understand the consumer acceptance of nutrigenomics based personalized health management and to explore the consumer preferences of related service particularly in the Asian population. In accordance to previous finding, perceived benefit was found to be the most critical in consumer acceptance while other suggested factors remained insignificant. In addition, strong potential in the market of the nutrigenomics-based personalized health management service under certain conditions was revealed. In summary, the findings of this study will provide guidelines to the future development of personalized health management services.