Purpose and Objectives

The issue of whether consumers at various parts of the world would be inclined to buy genetically modified foods (GMFs) has been the focus of intense study by researchers, pollsters, biotech firms, and regulatory agencies alike. Various methods—attitudinal surveys and experimental auction and retail markets—have been proposed to investigate such response. We depart from the current literature and, instead, focus on actual consumer behavior towards GMFs, linking it to relevant information that consumers receive and act upon.

Proposed Approach

Specifically, we propose to investigate whether alleged avoidance of GMFs by European consumers can be detected in purchases across products, time, and space; and test whether increased information on risks and/or benefits received via the media and labels translate into shifts in consumer behavior. We use national-level, syndicated point-of-purchase scanner data to estimate consumer demand. We overlay media coverage data to coincide with time periods and geographic markets identified. We propose a statistical model of demand consistent with the contemporary literature to estimate such shifts in behavior.

Impact

It is timely to look at the prevailing wisdom with respect to consumer response towards genetically modified foods. At this time, public policy and informational strategies within the public and private sectors are being developed. European governments are going to considerable lengths to ensure rigorous, identity preserved supply chains in order to meet mandatory labeling requirements. This research, by determining actual consumer response to specific media events and labeling schemes, should go some way towards examining whether such resources are well focused.