Role of Product Benefits and Potential Risks in Consumer Acceptance of Genetically Modified Foods
Abstract
This study examines the role of product benefits and potential
risks in consumer acceptance of genetically modified (GM)
foods. The study analyzes consumer willingness to consume
three meat products that confer specific benefits with an inherent
risk. Results indicate that respondents who were provided
both the product benefit and risk information were less likely to
consume the three GM food products than those who were only
provided the product benefit information. Results also suggest
that males are consistently more likely to consume the three GM
products than females. Those who take the time to read food
labels were also consistently less likely to consume the three
products considered in this study. Differences in social or political
values (i.e., conservative or liberal) and trust in private and
public entities were not significant factors affecting consumers'
willingness to accept GM foods.
Citation
AgBioForum, 7(4) 2004: 202-211.