Social mobility beliefs lower preferences for genetically-modified foods

This multi-study investigation explores the influence of Social Mobility Beliefs (SMB) on consumer preference for genetically-modified (GM) foods. Study 1 (N = 500) involved a survey, while Studies 2 (N = 261) and 3 (N = 300) employed experimental manipulations of SMB. Results demonstrate that higher SMB correlate with less favorable preferences for GM foods due to a heightened importance of adhering to social norms, which include those against GM food consumption. Experimental manipulations of SMB confirmed the causal effect of SMB on lower GM food preferences, while alterations in social norms moderate the effect. These findings underscore the significant role of SMB in shaping preferences toward GM foods. Implications extend to policy-making and communication strategies aimed at fostering sustainable food consumption practices. This research contributes novel insights to the understanding of consumer behavior and its implications for sustainable production.