Celiac disease is an immune-mediated disorder caused by the ingestion of gluten proteins. The gluten-free diet is currently the only therapy to achieve the symptoms' remission. Biotechnological approaches are currently being explored to obtain safer and healthier food for celiacs. This article analyzes consumer awareness and acceptance of advanced biotechnologies to develop gluten-free products. An online snowball sampling questionnaire was proposed to 511 Italian participants, selected among celiac and non-celiac people, from December 2020 to January 2021, during the second wave of the COVID-19 pandemic. Overall, 64% of respondents favor food biotechnology, as long as it has benefits for health or the environment. Moreover, biotechnology perception differs according to education level and type. A total of 65% of the survey participants would taste gluten-free products obtained through a biotechnological approach, and 57% would buy them at a higher price than the current market price. Our results show a change in public opinion about the usefulness of food biotechnology and its moral acceptability compared to 20 years ago. However, the study of public opinion is very complex, dealing with individuals with social, economic, and cultural differences. Undoubtedly, the scientific dissemination of genetic biotechnologies must be more effective and usable to increase the level of citizens' awareness.
Keywords: consumer acceptance; consumer behavior; food biotechnology; gluten-free products; public opinion.