Consumers' response to genetically modified food: an Italian case study

The agricultural sector could benefit from biotechnologies in addressing challenges such as pests, droughts, and food supply issues. Genetically modified (GM) crops have been developed to offer not only economic advantages to farmers but also to contribute positively to the environment, human health, and consumer well-being. However, consumers' hesitancy in buying GM food may stem from societal reactions to how biotechnologies in agriculture have been regulated so far. The legislative debate that led, in early 2024, to the approval of Commission's proposal (COM(2023) 411 final) - aimed at simplifying the authorization process for plants obtained with certain new genomic techniques (NGTs) - has sparkled public discussion in the European Union on the application of biotechnologies in agriculture. This work aims to investigate Italian consumers' acceptance toward GM food. Through data collected from an original survey (N = 564), we tested a) their level of knowledge of GM techniques; b) if they are aware of differences between established techniques based on classical approaches of crossing and selection and more precise biotechnological techniques; c) their propensity to buy GM food, with a specific focus on food safety and environmental sustainability issues. By using a Multinomial Logit Model (MNL), starting from three hypotheses, the study highlights a gap in knowledge transfer and, in general, the communication process. This results in widespread misinformation that hinders informed consumer choices. The study also emphasizes consumers' sensitivity to food safety, including environmental issues, but still related to food safety issues.