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Communicating about the risks and benefits of genetically modified foods. Effects of different information strategies

Author

Listed:
  • Frewer, Lynn

    (Institute of Food Research, United Kingdom)

  • Scholderer, Joachim

    (The MAPP Centre, Aarhus School of Business)

  • Downs, Clive

    (Institute of Food Research, United Kingdom)

  • Bredahl, Lone

    (The MAPP Centre, Aarhus School of Business)

Abstract
The research reported here aimed to investigate the effects of different types of information about genetically modified foods on both consumer attitudes towards genetic modification and their tendency to choose genetically modified products (compared to more traditionally manufactured alternatives). The impact of information strategy (balanced, or product specific), attributed information source (The “European Association of Consumers”, the “European Association of Industry” or the “European Commission”) and type of product (yoghurt or beer) were systematically examined in the four European countries involved in the research. The effects of a classical advertising approach were also examined in Denmark and Germany. The results indicated that • Providing information does not increase acceptance of genetically modified foods. The reverse was found to be true. • In all countries, consumers tended to select non-genetically modified products. Cross-national differences related to type of product were not very pronounced. • Those respondents who had positive prior attitudes towards genetically modified foods were more likely to select genetically modified foods. These attitudes were not influenced by information provision. • The form of information strategy about genetically modified foods was not important. However, the provision of information (in itself) was more likely to activate existing attitudes already held by respondents than change these attitudes. • Labelling of genetically modified products alone was unlikely to result in attitude activation. • These results are likely to be applicable only in cultures in which attitudes towards genetically modified foods are already well established. Information may have a different impact in countries in which the public have not been exposed to information about genetically modified foods. • Information source characteristics do influence consumer choices regarding genetically modified foods. In particular, consumers are more likely to choose genetically modified products if the source providing information about them is perceived to be honest, and the information is product specific, or if the source is perceived to be dishonest, and the information is balanced and general in content. • Industry was perceived to be more dishonest providers of information about genetically modified foods in Denmark, Italy and the United Kingdom, but not in Germany, where industry was as trusted as the other sources. • Increased transparency might improve public trust in industry. However, the public are more likely to believe the European Commission or consumer organisations when communicating about genetic modification.

Suggested Citation

  • Frewer, Lynn & Scholderer, Joachim & Downs, Clive & Bredahl, Lone, 2000. "Communicating about the risks and benefits of genetically modified foods. Effects of different information strategies," MAPP Working Papers 71, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    • Handle: RePEc:hhb:aarmap:0071
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    File URL: http://130.226.203.239/pub/mapp/wp/wp71.pdf
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    References listed on IDEAS

    as
    1. William Meredith, 1993. "Measurement invariance, factor analysis and factorial invariance," Psychometrika, Springer;The Psychometric Society, vol. 58(4), pages 525-543, December.
    2. Lynn Frewer & Chaya Howard & Richard Shepherd, 1998. "The influence of initial attitudes on responses to communication about genetic engineering in food production," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 15(1), pages 15-30, March.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    4. K. Jöreskog, 1971. "Simultaneous factor analysis in several populations," Psychometrika, Springer;The Psychometric Society, vol. 36(4), pages 409-426, December.
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    Cited by:

    1. Rodríguez-Entrena, Macario & Salazar-Ordóñez, Melania & Sayadi, Samir, 2013. "Applying partial least squares to model genetically modified food purchase intentions in southern Spain consumers," Food Policy, Elsevier, vol. 40(C), pages 44-53.
    2. Renee B. KIM, 2010. "A multi-attribute model of Japanese consumer's purchase intention for GM foods," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 56(10), pages 449-459.
    3. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    4. Busby, J.S. & Onggo, B.S.S. & Liu, Y., 2016. "Agent-based computational modelling of social risk responses," European Journal of Operational Research, Elsevier, vol. 251(3), pages 1029-1042.
    5. Annelies Verdurme & Jacques Viaene, 2003. "Consumer beliefs and attitude towards genetically modified food: Basis for segmentation and implications for communication," Agribusiness, John Wiley & Sons, Ltd., vol. 19(1), pages 91-113.

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    Keywords

    Consumer behaviour; Food; Denmark; Italy; United Kingdom; Germany;
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