Consumer attitudes toward genetically modified food in the United States: Are Millennials different?

ABSTRACT Our study adds to the extant literature by focusing on Millennials, exploring possible generational shift that may have taken place in attitudes related to and consumption of such products. Results suggest that Millennials respond similarly as non-Millennials across several factors that shape consumers’ views and behaviors toward genetically modified technology and products. Millennials who are more educated and knowledgeable about biotechnology, though, are more willing to purchase GM foods. They perceive less risk and have fewer safety concerns compared to non-Millennials. Furthermore, male Millennials are more willing to purchase GM products and are more supportive of encouraging GM technology compared to female Millennials.