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Examining Consumer Behavior Toward Genetically Modified (GM) Food in Britain

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  • Alexa Spence
  • Ellen Townsend

Abstract

This study examined behavior toward genetically modified (GM) food in a British community‐based sample. We used an equivalent gain task in which participants actually received the options they chose to encourage truthful responding. In conjunction with this, theory of planned behavior (TPB) components were evaluated so as to examine the relative importance of behavioral influences in this domain. Here, the TPB was extended to include additional components to measure self‐identity, moral norms, and emotional involvement. Results indicated that the monetary amounts participants accepted in preference to GM food were significantly lower than those accepted in preference to non‐GM food. However, the vast majority of participants were indifferent between GM and non‐GM food options. All TPB components significantly predicted behavioral intentions to try GM food, with attitudes toward GM being the strongest predictor. Self‐identity and emotional involvement were also found to be significant predictors of behavioral intentions but moral norms were not. In addition, behavioral intentions significantly predicted behavior; however, PBC did not. An additional measure of participants' propensity to respond in a socially desirable manner indicated that our results were not influenced by self‐presentation issues, giving confidence to our findings. Overall, it appears that the majority of participants (74.5%) would purchase GM food at some price.

Suggested Citation

  • Alexa Spence & Ellen Townsend, 2006. "Examining Consumer Behavior Toward Genetically Modified (GM) Food in Britain," Risk Analysis, John Wiley & Sons, vol. 26(3), pages 657-670, June.
    • Handle: RePEc:wly:riskan:v:26:y:2006:i:3:p:657-670
    DOI: 10.1111/j.1539-6924.2006.00777.x
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    Cited by:

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    2. Daniela Covino & Flavio Boccia & Immacolata Viola, 2021. "Genetically modified and socially responsible foods: A significant relationship for consumer?s preferences," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(2), pages 371-383.
    3. Fiona Thorne & John A. (Sean) Fox & Ewen Mullins & Michael Wallace, 2017. "Consumer Willingness‐to‐Pay for Genetically Modified Potatoes in Ireland: An Experimental Auction Approach," Agribusiness, John Wiley & Sons, Ltd., vol. 33(1), pages 43-55, January.
    4. Brosig, Stephan & Bavorova, Miroslava, 2019. "Association of attitudes towards genetically modified food among young adults and their referent persons," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(2), pages 1-19.
    5. D'Souza, Clare & Brouwer, Anne Renée & Singaraju, Stephen, 2022. "Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Nic S Terblanche & Christo Boshoff & Debbie Human-Van Eck, 2023. "The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 193-223, March.
    7. Yutaka Tanaka, 2013. "Attitude gaps between conventional plant breeding crops and genetically modified crops, and psychological models determining the acceptance of the two crops," Journal of Risk Research, Taylor & Francis Journals, vol. 16(1), pages 69-80, January.

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