Changing attitudes toward genetically modified foods in urban China

Purpose - The purpose of this paper is to analyze changes in consumers’ knowledge and acceptance of genetically modified (GM) foods over the past decade and identifies the determinants in the consumer attitudes toward GM foods in urban China. Design/methodology/approach - The data used in this study were collected from 952 urban consumers in 2013 in 15 provinces. The ordinal logit model was chosen to identify the determinants in the consumers’ subjective knowledge and acceptance of GM foods. Findings - Results show that the consumers’ awareness of GM foods, biotech knowledge, and subjective knowledge improved significantly, while the acceptance rate toward GM foods declined considerably from 2002 to 2013. Moreover, the consumers’ subjective knowledge of GM foods had a significantly negative impact on their acceptance rate of GM foods. Finally, the media coverage with the “event of Golden rice in 2012” as a proxy helped consumers in shaping their negative perceptions toward GM foods, suggesting that the media coverage was one of major factors in leading to the low acceptance rate of GM foods in urban China. Originality/value - The findings of previous studies conducted in the early 2000s might not reflect current Chinese consumer attitudes because the public opinion toward GM foods in modern China has considerably changed. This study thus filled in the void by updating estimates on consumer attitudes toward GM foods and by underlining the factors that have led to the changes in consumer attitudes, using a mass survey covering Chinese urban consumers in 15 provinces in 2013.