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        검색결과 3,068

        821.
        2018.10 구독 인증기관·개인회원 무료
        기후변화는 전지구적 현상이며 온난화를 주패턴으로 하며 이상기상 현상의 빈도가 높아지는 등 기후예측불확실성이 증대로 이어지고 있다. 이에 따라 농업생태계의 기후변화에 대한 적응과 변화를 지표하기 위한 수단으로 말벌류 지표종을 선발하였다. 기후변화지표종 선발을 위한 지표의 객관성을 높이기 위해 지표 수준별로 개량화하였으며, 이를 통해 장수말벌, 등검은말벌, 털보말벌, 황말벌 4종을 지표종으로 선발하였다. 이 종의 장기 모니터링을 위한 무인모니터링 시스템을 개발하였다. 이를 통해 전국적 모니터링 네트워크 등의 구축이 가능할 것으로 판단된다.
        822.
        2018.10 구독 인증기관·개인회원 무료
        Dasineura jujubifolia was introduced into Korea for the first time in 2011, a gall midge feeding on jujube (Ziziphus jujuba Miller (Rhamnaceae)). Since then the jujube gall midge become a serious insect pest of Jujube in Korea. In this year, we surveyed regulated and alien insect pests by collecting damaged leaf samples from different regions in Korea. Jujube gall midge and its life stage were identified by morphological and genetic characteristics. For molecular identification, we analyzed the cytochrome c oxidase subunit I (COI) sequences of pest. In this study, we report the morphological description and genetic information of D. jujubifolia.
        823.
        2018.10 구독 인증기관·개인회원 무료
        돌발해충인 갈색날개매미충, 미국선녀벌레, 꽃매미, 갈색여치, 먹노린재, 목화진딧물과 남방계해충인 애멸구, 배추좀나방, 볼록총채벌레, 담배거세미나방, 풀색노린재를 대상으로 충청과 제주지역에서 발생실태를 조사한 결과, 농경지내 갈색여치, 목화진딧물은 화학약제의 사용으로 관찰이 쉽지 않았고 풀색노린재는 생태습성성상 관찰이 쉽지않아 이들 해충을 제외하고 발생실태를 조사하였다. 갈색날 개매미충은 충청지역의 경우 2017년까지는 집중분포 양상을 보이다 2018년 알조사에서부터는 임의분포를 보이기 시작하였고, 미국선녀벌레는 경기와 충북 지역과 인접한 곳에서 집중분포를 보였다. 제주지역의 경우 2017년 제주시 한림읍 협재리 인근에서 최초 발생하였다. 먹노린재는 2018년 최대발생양상을 보였고, 충남 서천, 청양, 홍성, 태안을 중심으로 대발생 양상을 보였다. 애멸구는 충남 공주와 서천에서 밀도가 높았다. 갈색날개매미충과 미국선녀벌레의 발생밀도는 낮게 조사되었으나 발생면적은 증가하였다. 볼록총채벌레는 충청지역 감나무에서 발견되었고 제주지역 감귤에서는 발견되지 않았으나 녹차밭에서는 발생량이 높았다. 추후 돌발 및 남방계 해충에 대한 위해성 평가를 통하여 발생가능성 정보를 제공할 계획이다.
        824.
        2018.10 구독 인증기관·개인회원 무료
        The tribe Centistini is a cosmopolitan group, comprising 94 species (Yu et al., 2016; Aguirre et al., 2017). Among them 44 species have been known from the East Palaearctic region. Centistini are known to be solitary koinobiont endoparasitoids of final instar larvae (rarely) and Coleopteran adults, particularly the families Anthicidae, Carabidae, Chrysomelidae, Coccinellidae, Curculionidae, and Staphylinidae (Loan, 1964; 1972; Shaw, 1985; Chen and Achterberg, 1997). Previously, 16 species of 1 genera of tribe Centistini, have been recorded from Korea. In the present study, a total 19 species of 2 genera of the subfamily Euphorinae is recognized from Korea. Among them, three species, Allurus liturature (Haliday), Centistes minutus Chen & Achterberg and C. sylvicola Belokobylskij are reported for the first time from Korea.
        825.
        2018.10 구독 인증기관·개인회원 무료
        The domestic natural enemy industry was formed by public institutions before the natural enemy companies were formed. In 1995, during the decentralization period, the technololgy of natural enemy breeding developed by the Rural Development Administration and the Agricultural Research Institute of each province were spread to the Agricultural Technology Centers of each county, Agricultural Technology Centers has supplied a large number of natural enemies to farmers for free. Since the beginning of the 2000s, when the first natural enemy company called Korea-IPM was created in Korea, the natural enemy industry boomed with the birth of Cecil Co., Ltd., a large natural enemy company. Prior to the birth of a natural enemy company, Domestic methods of using nautral enemies to release the natural enemies against the target pests and to test their effectiveness were similar to those of using chemicals. After then, the introduction of banker plant, a natural enemy protection plant, began to develop the concept of natural enemy protection limited to Aphidius colemani, and the effect was excellent. However, there were many cases where the success and failure of biological control were staggered because only the use value of the natural enemy for the target pest was dealt with. Therefore, in our laboratory, we are exploring and developing of the using method of trap plant that can concentrate densities by attracting insect pests. Also, when using a variety of natural enemies in a single plant, we are studying strategies to increase the pest control efficiency by identifying the interraction between natural enemies and determining their amount of releasing.
        826.
        2018.10 구독 인증기관·개인회원 무료
        The potato tuber moth (PTM) is an oligophagous pest on solanaceous crops. We tested adult olfactory behavior and larval development on 5 cultivated tomato varieties leaves including Moneymaker, Campari, Ailsa craig, LA3475 and E6203, and one wild species, S. pimpinellifolium. Bioassay on PTM larvae showed highest developmental performances in Ailsa craig, and lowest in LA3475. Tomato leaf hydro-distilled oils of Moneymaker, Campari, Ailsa craig, S. pimpinellifolium and E6203 showed strong attractiveness and LA3475 exhibited repulsiveness for mated adult PTM of both sexes in two-armed bioassay. The hydro-distilled oils of all tomato leaves contain the fatty acid n-hexadecanoic acid as a major compound. We conformed presence of n-hexandecanoic acid (palmitic acid) in the leaves by GC-MS. LA3475 consists of (1-hexyltetraecyl) cyclohexane (10.5%) as the second major compound which was absent in all other tomato varieties. A standard sample palmitic acid was tested against the pest at 0.1, 1 and 10 mg/ml did not show any significant olfactometer effect. On other hand, phytol showed a weak attractiveness (60.7-63.6%) and (57.6-60.5%) for male and female PTM, respectively at 0.1, 1 and 10 mg/ml. Additionally, SEM of these tomato varieties leaves showed they have trichomes with distinct shapes. We are working on HPLC, and GC-MS analysis of specific chemicals in trichomes of these tomato varieties leaves.
        827.
        2018.10 구독 인증기관·개인회원 무료
        Residual contact vial (RCV) method was used to monitor insecticide resistance in field populations of the melon thrips, Thrips palmi. Median lethal doses (LD50) at 8 h post-treatment of six insecticides (chlorfenapyr, cyantraniliprole, cypermethrin, dinotefuran, emamectin benzoate and spinosad), which are commonly used for T. palmi control, were determined at 8 h post-treatment using a susceptible RDA strain. The diagnostic doses for on-site resistance monitoring of the six insecticides, which were determined as two-fold higher doses of LD90 for the RDA strain, were in the range of 0.299 to 164,25 μg-1cm2. To test the applicability of RCV for T. palmi, insecticide resistance levels in three field populations (Gyeonggi; GG_AS, Chungbuk; CB_CJ, Jeonbuk; JB_KJ) were evaluated. Field populations showed reduced mortality (0-50% mortality) to spinosad, cypermethrin, cyantraniliprole and emamectin benzoate, that they have different degree of resistances to these insecticides. In particular, all test field populations exhibited 0% mortality to spinosad, suggesting wide spread of spinosad resistance in the field. Moreover, no detectable mortality to emamectin benzoate was observed in JB_KJ strain, suggesting uneven distribution of emamectin benzoate resistant population of T. palmi. To provide more precise information on resistance profiles and distribution in T. palmi populations, it would be necessary to conduct a large scale resistance mapping for broad geographical regions.
        828.
        2018.10 구독 인증기관·개인회원 무료
        Small hive beetles (SHBs) are parasites of bee colonies and is one of the invasive pest species worldwide. In this study, we aimed to investigate a chemical responsible for the attractiveness of a hive to this pest. Based on the laboratory observation, we found the fermented pollen dough (honey bee food) was highly attractive to adult SHBs. Olfactometer bioassay showed the crude methanol extract of this material is attractive to both sexes (> 60%). However, the methanol extracts of fresh honey and pollen patty which we used as a food of SHB were not attractive to the pest. The crude methanol extract of fermented pollen dough was subjected to partitioning with n-hexane, chloroform, ethyl acetate, and n-butanol. The n-hexane and chloroform fractions were attractive > 80% for both sex SHBs. On the other hand, ethyl acetate and n-butanol were repulsive >70% and >80%, respectively. The wandering larvae of the pest showed a reverse response for the solvent fractions observed in adults. HPLC and GC-MS analysis indicated the methanol extract of fermented pollen dough constitute butanoic acid (7.70%), neopentylamine (7.29%), (E)-9-octadecenoic acid ethyl ester (3.89%) and hexadecanoic acid, ethyl ester. While these compounds were not found even in a trace level in the methanol extract of honey and pollen patty. Based on this findings these constituents of the fermented pollen dough were formed by the action of SHB and its larvae and we believe these volatile organic compounds are responsible for attractiveness to SHB as pollen dough undergoes attach by SHB and ferment. We are working on investigating attractiveness of each of these chemicals toward the pest. We recommend further work on these chemicals for their application to control this pest.
        829.
        2018.10 구독 인증기관·개인회원 무료
        Laodelphax striatellus is an important pest of rice due to not only sucking rice seedlings, but also transmitting serious plant viruses. Among various kinds of insecticide groups (carbamates, organophosphorus, neonicotinoids, etc.), carbofuran, a systemic carbamate insecticide, has been most extensively used to control rice pests including L. striatellus, resulting in widespread carbamate resistance in Korea and other Northeast Asia countries. To identify the genes associated with carbofuran resistance, we obtained a 14-fold higher resistant strain (SEL9) from the mixed-field population (SEL0) by consecutive selection. A transcriptome-based analysis was conducted and differentially expressed genes (DEG) were compared between the SEL9 and SEL0 strains. A total of 96,185,150 reads were analyzed, of which 62,860,430 reads were mapped. From these reads, 15,356 transcripts were annotated. A total of 327 up-regulated and 275 down-regulated genes were identified in the resistant SEL9 strain compared to SEL0 strain by DEG analysis. Gene ontology (GO) analysis was performed using DEGs showing statistical significance (P < 0.05). The GO analysis identified 1,320 genes in biological process group, 1,100 genes in cellular component group and 428 genes in molecular_function group.
        830.
        2018.10 구독 인증기관·개인회원 무료
        The Japanese pine bast scale, Matsucoccus matsumurae (Kuwana, 1905), is a destructive pest of pine trees in America, East Asia and Northern Europe. The spread of damage to black pine trees, Pinus thunbergii, of M. matsumurae was reported from all southern, and some eastern and west costal regions in Korea, under the name of M. thunbergianae which was newly described by Miller & Park (1987) as a new species. Historically, M. thunbergianae was synonymized with M. matsumurae by Booth & Gullan (2006), on the basis of molecular sequence data. However, the supporting data for the synonym is unavailable in any DNA database, such as GenBank and BOLD. Moreover, M. thunbergianae have been still used to the resent scientific studies in Korea. Here, we performed morphological and molecular comparison to review the result of Booth & Gullan (2006), using M. matsumurae from Fukuoka, Japan and topotype materials of M. thunbergianae from Goheung, Korea. Our data supported the opinion of Booth & Gullan (2006) following results: The morphological features of adult female and male of M. thunbergianae are identical to those of M. matsumurae. Also, DNA sequences (COI, 18S rDNA and 28S rDNA) of M. thunbergianae showed identical or very low genetic distances with those of M. matsumurae. From the regional sampling in Korea, M. matsumurae was newly found in Jeju and Seoul.
        831.
        2018.10 구독 인증기관·개인회원 무료
        Hymenoptera is one of four largest orders of insects, with over 150,000 described species, 132 families, 27 superfamilies, and 2 suborders. There are currently about 3,000 hymenopteran species in 65 families and 20 superfamilies known in South Korea, of which the majority of the families have been studied while some of them are still poorly studied. The present overview on South Korean Hymenoptera aims to provide brief taxonomic history of the studies, a complete bibliography, a list of South Korean hymenopteran species, and information on South Korean hymenopterists for each taxon.
        832.
        2018.10 구독 인증기관·개인회원 무료
        The black pine bast scale, Matsucoccus thunbergianae Miller et Park, is one of the severe pest to pine forests in South Korea. In 1963, a severe pine damage by unknown causes were reported at Goheung region and it turned out that the damage was caused by the black pine bast scale, M. thunbergianae 20 years later. The black pine bast scale have been causing serious damage to Japanese black pine forests in the east and southwestern coastal area of South Korea and its distribution has been expanded. The areas of Japanese black pine forests damaged by M. thunbergianae was 4,043ha in 41 cities or districts in 2017. In males, two nymphal instars are followed by wingless preadult, the pupa, and the adult, whereas the female adult directly emerges from the second nymphal instar. According to recent sex pheromone survey for male adult, M. thunbergianae occur mainly single generation in South Korea with possibility its phenology was advanced probably due to climate change. Until now, the most effective measure to control the black pine bast scale is to trunk injection with insecticides after thinning of a damaged pine forest.
        833.
        2018.10 구독 인증기관·개인회원 무료
        The control of crop diseases still largely relies on spray applications of standard synthetic fungicides. As a result, the development of fungicide resistance by pathogens is a major limiting factor for the control of diseases. In this paper, the recent outbreak of practical resistance to fungicides including sterol demethylation inhibitor (DMI), Quinone outside inhibitor (QoI), and succinate dehydrogenase inhibitor (SDHI) fungicides as well as the progress of related research will be discussed. To combat resistance development, the Research Committee on Fungicide Resistance, the Phytopathological Society of Japan, was established in 1991 and has been conducting several activities. The Committee made a guideline indicating how to use at-risk fungicides. The occurrence of fungicide resistance may rather increase in the future as the choice of fungicides is often difficult due to the lack of effective alternatives. Development and integration of disease management tools such as disease-resistant or -tolerant cultivars and non-fungitoxic disease resistance inducers need to be accelerated more rapidly not only to dissolve the problem of fungicide resistance but also to reply public concerns about agrochemicals.
        834.
        2018.08 KCI 등재 구독 인증기관 무료, 개인회원 유료
        As social media penetrates more deeply into people’s everyday lives, social commerce (a type of commerce that combines SNS features and possibility for commercial transactions) has enjoyed unprecedented growth. Shopping on Facebook is a representative example of social commerce platform that allows consumers to interact with other users, exchange information and purchase products without leaving a Facebook page. Social commerce presents great opportunities for marketers in terms of leveraging social aspects of shopping experience. It also offers a large potential for Korean companies to reach various target markets, as well as establish their presence abroad. Yet, acceptance of social commerce as a legitimate shopping channel has been slow, and consumers are still hesitant to shop via Facebook. This study draws on uses and gratification theory and the concept of perceived risk to examine how different motives for SNS use and the associated types of perceived risks can affect the purchase intention on the platform. Empirical data from 288 young users of Facebook were analyzed. Findings identified two main motives for SNS use: information-related motive and communication-related motive. Information-related motive significantly affected the intention to shop on Facebook, whereas communication- related motive did not have any significant influence. Risks associated with shopping via Facebook included delivery risk, security risk, social risk and economic risk. Overall, consumers perceived a higher level of security and social risk associated with shopping on Facebook. However, only social risk had a significant negative influence on the purchase intention. Awareness and previous experience of buying via social commerce platform positively affected consumers’ purchase intention.
        4,900원
        835.
        2018.08 KCI 등재 구독 인증기관 무료, 개인회원 유료
        이 논문이 천착하는 것은 예수회의 무굴 제국 선교 역사 가운데 스페인 출신의 선교사 제롬 사비에르가 이끌었던 제3차 선교이다. 특히, 그리스도교에 대한 관심이 지대했던 무굴 제국의 황제 악바르의 요청에 따라 사비에르가 집필한 Mirʾāt Al-Quds (The Mirror of Holiness)에 주목한다. 악바르는 사비에르에게 그리스도의 생애를 페르시아어로 집필할 것을 요청하였고, 사비에르는 1602년 Mirʾāt Al-Quds라는 제목의 저서를 황제에게 봉헌했다. 사비에르는 이 책을 통해 일차적으로 악바르의 지적 욕구를 충족시키고자 했을 뿐만 아니라, 궁극적으로 그리스도의 신성을 입증하고 악바르를 그리스도교로 개종시키려는 목적을 갖고 있었다. 사비에르의 Mirʾāt Al-Quds는 무슬림의 예수 이해와 충돌을 일으켰고, 결국 악바르의 후계자인 자한기르 시대에 예수회 선교사와 무굴 제국의 무슬림 학자들 간의 궁정 토론을 촉발하였다.
        7,000원
        836.
        2018.07 KCI 등재 구독 인증기관 무료, 개인회원 유료
        A citric acid functionalized graphene oxide nanocomposite was successfully synthesized and the structure and morphology of the nanocatalyst were comprehensively characterized by Fourier transform infrared spectroscopy, energy-dispersive X-ray analysis, X-ray diffraction patterns, atomic force microscopy images, scanning electron microscopy images, transmission electron microscopy images, and thermogravimetric analysis. The application of this nanocatalyst was exemplified in an important condensation reaction to give imidazole derivatives in high yields and short reaction times at room temperature. The catalyst shows high catalytic activity and could be reused after simple work up and easy purification for at least six cycles without significant loss of activity, which indicates efficient immobilizing of citrate groups on the surface of graphene oxide sheets.
        4,000원
        837.
        2018.07 구독 인증기관·개인회원 무료
        The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.
        838.
        2018.07 구독 인증기관·개인회원 무료
        Purpose: The objective of this study is to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two different countries choose products by designers with a diverse cultural background. Design/Methodology: A questionnaire was applied, with 321 female respondents (217 from Brazil, 104 from Israel) who chose swimsuits from two different styles (“Classic” and “Trendy”) in four different options: bikini, one-piece, solid colors, and print options. Findings: Both countries presented a preference for design from the same cultural background, but while Brazilian respondents opted mostly for designs by Brazilian designers, Israeli respondents chose more openly. Israeli respondents presented a much higher restriction on bikini models compared to one-pieces, while Brazilians presented the opposite type of rejection. Research implications: The results suggest that cultural aspects influence consumers’ choices in product appraisal, as respondents tend to choose designs made under the same cultural influence. Originality/value: behavior, product appraisal, swimwear, cross-cultural 1 Yael_
        839.
        2018.07 구독 인증기관·개인회원 무료
        Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.
        840.
        2018.07 구독 인증기관·개인회원 무료
        Personalised nutrition can contribute significantly to the prevention of non-communicable dietary related diseases by providing dietary suggestions based on individual’s nutritional needs. Adoption of the concept of personalised nutrition by individuals is crucial for the success of personalised nutrition services. However, consumers’ adoption intention of personalised nutrition services is not only the result of cognitive deliberations of benefits and risks, but several studies in other contexts show that affective and contextual factors also play an important role in explaining consumers’ adoption intention. This study therefore examines whether affective factors (i.e., measured by means of ambivalent feelings) and contextual factors (i.e., eating context) increase the understanding of consumers' intentions to use personalized nutrition services. An online survey study was conducted among a total of 996 participants in the Netherlands. The results of a number of estimated fully latent structural regression models show that the intention to use personalized nutrition is not only positively driven by a weighing of benefits and risks (i.e., privacy calculus), which is also established in previous studies, but also negatively by ambivalent feelings. In turn, the results show that ambivalence towards personalized nutrition is predicted by privacy risk and the extent to which someone perceives the eating context as a barrier for personalized nutrition. Taken together, the current study implies that to stimulate the adoption of personalized nutrition services not only benefits and risks of personalized nutrition should be addressed, but also consumers’ ambivalent feelings regarding the concept and contextual factors that may prohibit adoption.