Consumer Attitudes Toward Genetically Modified Foods: An Experimental Approach

Regardless of the arguments from scientists supporting genetically modified foods, there is still a negative consumer attitude toward GM foods in many countries, including Brazil, as well as concerns about the risks related to health and the environment. As this is a recent subject, there is little empirical and scientific research on the effects of genetic modification and its possible benefits on consumer perceptions. In this study, a laboratory experiment with Brazilian consumers is presented in which two factors are manipulated: genetic modification (present x absent) and benefits to the product (environment, low price and increased shelf life). Results indicated that: (i) the presence of the genetic modification in the product led to negative evaluations of the corporate image and the behavioral intentions toward such product; (ii) the benefits tested were not enough to attenuate the negative perception; (iii) consumers with high involvement with GM food presented more favorable behavioral intentions toward the product (i.e., a significant positive correlation was found); and (iv) demographic variables, such as gender and age, also influenced the attitudes.