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Public Attitudes toward Agrobiotechnology: The Mediating Role of Risk Perceptions on the Impact of Trust, Awareness, and Outrage


  • Wanki Moon
  • Siva K. Balasubramanian


Using Fishbein's multiattribute and mediation models as conceptual frameworks, we propose that the impact of trust, awareness, sense of outrage, and socio-demographic variables on attitudes toward agrobiotechnology are mediated by risk perceptions. The proposition was validated using large survey data collected in the United States and United Kingdom. Results show that trust, sense of outrage, and socio-demographic factors play an important role in shaping public attitudes about agrobitoechnology, largely via their links to risk perceptions. Moreover, risk perceptions exert a greater effect on public attitudes toward agrobiotechnology than benefit perceptions. Finally, the attitudes of U.K. consumers were more susceptible to negative attributes when compared with U.S. consumers. Copyright 2004, Oxford University Press.

Suggested Citation

  • Wanki Moon & Siva K. Balasubramanian, 2004. "Public Attitudes toward Agrobiotechnology: The Mediating Role of Risk Perceptions on the Impact of Trust, Awareness, and Outrage," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 186-208.
  • Handle: RePEc:oup:revage:v:26:y:2004:i:2:p:186-208

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    Cited by:

    1. Harrison, R. Wes & Han, Jae-Hwan, 2005. "The Effects of Urban Consumer Perceptions on Attitudes for Labeling of Genetically Modified Foods," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(2), pages 1-10, July.
    2. Canavari, Maurizio & Tisselli, Farid & Nayga, Rodolfo M., Jr. & Scarpa, Riccardo, 2009. "Italian Consumer Acceptance of Nutritionally Enhanced GM Food," 2009 Conference, August 16-22, 2009, Beijing, China 51651, International Association of Agricultural Economists.
    3. Boecker, Andreas & Nocella, Giuseppe, 2006. "A Critical Account of the Relationship between Institutional Trust, Risk Perception, and Technology Acceptance with an Application to Genetically Modified Foods," 99th Seminar, February 8-10, 2006, Bonn, Germany 7749, European Association of Agricultural Economists.
    4. Martinez-Poveda, Africa & Molla-Bauza, Margarita Brugarolas & del Campo Gomis, Francisco Jose & Martinez, Laura Martinez-Carrasco, 2009. "Consumer-perceived risk model for the introduction of genetically modified food in Spain," Food Policy, Elsevier, vol. 34(6), pages 519-528, December.
    5. Yawson, Robert M. & Quaye, Wilhemina & Williams, Irene E. & Yawson, Ivy, 2008. "A stakeholder approach to investigating public perception and attitudes towards agricultural biotechnology in Ghana," MPRA Paper 34924, University Library of Munich, Germany.
    6. Simon Chege Kimenju & Hugo De Groote, 2008. "Consumer willingness to pay for genetically modified food in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 35-46, January.
    7. Ventura, Vera & Frisio, Dario G. & Ferrazzi, Giovanni, 2015. "How Scary! An analysis of visual communication concerning genetically modified organisms in Italy," 2015 Conference, August 9-14, 2015, Milan, Italy 211921, International Association of Agricultural Economists.
    8. Bocker, Andreas & Nocella, Giuseppe, 2005. "Trust in Authorities Monitoring the Distribution of Genetically Modified Foods: Dimensionality, Measurement Issues, and Determinants," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24605, European Association of Agricultural Economists.
    9. Moon, Wanki & Rimal, Arbindra & Balasubramanian, Siva K., 2004. "Willingness-to-Accept and Willingness-to-Pay for GM and Non-GM Food: UK Consumers," 2004 Annual meeting, August 1-4, Denver, CO 20138, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Moon, Wanki & Griffith, Jacob Wayne, 2011. "Assessing holistic economic value for multifunctional agriculture in the US," Food Policy, Elsevier, vol. 36(4), pages 455-465, August.
    11. repec:gam:jsusta:v:9:y:2017:i:9:p:1579-:d:111692 is not listed on IDEAS
    12. repec:gam:jsusta:v:10:y:2018:i:3:p:807-:d:136235 is not listed on IDEAS
    13. Costa-Font, Montserrat & Gil, José M. & Traill, W. Bruce, 2008. "Consumer acceptance, valuation of and attitudes towards genetically modified food: Review and implications for food policy," Food Policy, Elsevier, vol. 33(2), pages 99-111, April.

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