The social marketing of biotechnologies
Nicola De Carlo, Alessandra Falco, Laura Dal Corso, Elisa Maria Galliani, A. Pedon, Paula Benevene · Padua Research Archive (University of Padova) · 2002
The study presents the results of an empirical investigation conducted on two sample subjects: the first, constituted by over 120 graduates from the sector; the second composed of over 400 subjects, reflecting the general population. Both sample reveal prejudices and distrust regarding the possibility of controlling the social and ethical fallout of the biotechnologies. The research shows the need to carry out an intensive activity of social marketing, starting from shared values.