Psychosocial predictors and framing effects in the acceptance of new genomic techniques-treated cheese: Evidence from a representative Italian sample

New Genomic Techniques (NGTs) enable precise genetic modifications and offer potential improvements in food safety and sustainability. Despite these benefits, consumer scepticism—especially in culturally rich food contexts like Italy—poses a barrier to acceptance, particularly for traditional products such as cheese. This study examines how benefit framing (health vs. sustainability) and psychosocial factors influence Italian consumers' attitudes and purchase intentions towards cheese produced with NGTs. A nationally representative sample of 1007 Italian adults participated in an online survey. Participants were randomly assigned to two framing conditions emphasizing either health-related benefits (improved safety) or sustainability-related benefits (extended shelf life) of NGT-treated cheese. Health framing generated significantly more positive attitudes and higher purchase intentions than sustainability framing. Psychosocial predictors were analysed using the Ecological Framework of food-related behaviour through multiple linear regressions, separately for the two conditions. Key predictors of purchase intention included positive attitudes towards NGT-treated cheese and low levels of food technology neophobia. Social influence positively impacted both groups, while trust in authorities was significant only under the health condition. Food variety seeking and social affirmation showed frame-specific effects. This is the first study to investigate consumer acceptance of NGTs in the context of cheese, a culturally significant food in Italy. It highlights the persuasive power of health-based framing and underscores the role of individual and social factors in shaping acceptance. The findings offer practical guidance for communication strategies aiming to promote NGT-derived foods in traditional markets.