Purpose
This research will extend ongoing research that evaluates consumer perceptions about, and preferences for, functional and genetically enhanced food in the domestic and key international markets for US agricultural and food products.
The research tests the hypothesis that some (mostly foreign) consumers reject the current offering of food products containing genetically modified organisms because of the lack of any perceived benefit to them. When at the same time, thy seem to perceive potential food safety, health, environmental and other concerns.
The inference is that food products that are genetically enhanced to offer unique and identifiable consumer benefits will be accepted in the marketplace.
Focus
Researchers' initial belief was that focusing communication on food safety, the approach chosen by the U.S. Government and many other public and private bodies in the United States, was mistaken as consumer concerns were broader, yet more focused.
The objectives of the research:
- Identify factors affecting consumer choice of functional and genetically enhanced foods.
- Identify the importance of each factor on the demand for product attributes.
- Evaluate public policy options to capture the benefits of biotechnology for American agriculture and food sector.
- In light of revealed consumer preferences, define the roles of experts and of public policy in managing and resolving social conflict over agricultural biotechnology.
Research Plan
This research extends the previous research in the U.K, Germany, Canada, and the United States.
Finally, in cooperation with other research efforts, funds will be used to organize an international conference on consumer acceptance of genetic modification of food products.
Impact
The data set developed by implementing this research will allow cross-cultural comparisons of consumer attitudes toward genetic modification of food products and of means-end chains. This will allow a fuller understanding of risk perceptions and risk aversion in the study countries.
