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Abstract
The biotech industry spends significant time and funds in confronting negative public perceptions concerning acceptance of various biotechnology‐derived products prior to their commercialization. It is generally assumed that greater public awareness of a technology increases the public's comfort level, so industrial communications would be expected to lead to public acceptance of the technology. However, this study finds that throughout the world, increased public awareness and understanding of biotechnology are correlated not only with a greater appreciation of its benefits but also with increased worries about the technology. In the United States, even though the public perceives there are significant risks associated with biotechnology, public acceptance of the technology is relatively high. This may be due to the early rapid growth of the biotech industry in the United States. The U.S. biotech industry initially played a major role in addressing societal issues associated with commercialization of biotechnology. A continuing, proactive stance on the part of the U.S. biotech industry to discuss the issues may be related to public acceptance of the technology and the disproportionate growth of the industry in the United States.