Examining consumer behavior toward genetically modified (GM) food in Britain

Area of Science:

• Food Science
• Consumer Behavior
• Psychology

Background:

• Consumer acceptance of genetically modified (GM) food remains a complex issue.
• Understanding the psychological drivers of GM food purchasing decisions is crucial for market integration.

Purpose of the Study:

• To investigate consumer behavior and intentions towards genetically modified (GM) food in a UK sample.
• To evaluate the predictive power of the Theory of Planned Behavior (TPB) components, including extended measures, on GM food acceptance.

Main Methods:

• An equivalent gain task was employed, where participants received chosen food options to ensure truthful responses.
• The Theory of Planned Behavior (TPB) was assessed, incorporating self-identity, moral norms, and emotional involvement alongside standard components.
• Participants' propensity for socially desirable responding was measured to validate findings.

Main Results:

• Participants demanded significantly lower monetary compensation to accept GM food compared to non-GM food, though most remained indifferent.
• Attitudes towards GM food were the strongest predictor of behavioral intentions, followed by self-identity and emotional involvement.
• Behavioral intentions significantly predicted actual behavior, but perceived behavioral control (PBC) did not.

Conclusions:

• While monetary preferences may be lower for GM foods, a substantial majority (74.5%) indicated willingness to purchase them.
• Attitudes, self-identity, and emotional factors play key roles in shaping consumer intentions regarding GM food.
• Findings suggest that psychological factors, rather than social desirability, are significant influences on GM food acceptance.