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Shaping Consumer Perceptions of Genetically Modified Foods: The Influence of Engineering, Science, and Design

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Summary

Consumer perceptions of genetically modified (GM) foods improved when labels used "Design" signifiers instead of traditional science terms. However, significant skepticism towards GM foods persists, indicating a need for broader communication strategies.

Keywords:
National Bioengineered Food Disclosure Standard perceptionsbioengineered food perceptionshuman-centered food disclosure statementsimproving BE food perceptionsnudging GM food attitudes

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Area of Science:

  • Food Science
  • Consumer Psychology
  • Labeling Policy

Background:

  • Genetically modified (GM) foods have been regulated for decades, with disclosure labels often using terms like "genetic" and "modified."
  • The US National Bioengineered Food Disclosure Standard (NBFDS) introduced "Bioengineered" (BE) to address consumer uncertainty, but negative perceptions of GM foods persist.
  • Current science- and engineering-based labels are linked to negative consumer interactions and perceptions.

Purpose of the Study:

  • To evaluate if "Design"-based food disclosure labels can positively influence consumer perceptions of GM/BE foods.
  • To compare the effectiveness of design-based signifiers against traditional science and engineering-based labels.
  • To identify attributes influenced by different labeling approaches, including safety, nutrition, and environmental impact.

Main Methods:

  • Two online studies involving 1931 participants assessed GM/BE food disclosure labels.
  • Compared existing and newly created science/engineering labels with novel design-based labels.
  • Evaluated labels across fifteen attributes like Price, Purchase Likelihood, Safety, Nutrition, and Environmental Impact.

Main Results:

  • Design-related food labels consistently generated more positive consumer perceptions than traditional science/engineering labels.
  • Labels were assessed across attributes including Price, Purchase Likelihood, Environmental Impact, Fair Trade, Safety, Nutrition, Healthfulness, Quality, Eating Experience, Comforting, Inviting, Frightening, Understandable, Ethical, and Sustainable.
  • Despite improvements, even the most effective design labels did not eliminate deep-seated consumer skepticism towards GM foods.

Conclusions:

  • Shifting from science/engineering terms to "Design" signifiers in food labels can improve consumer perception of GM/BE foods.
  • Linguistic changes alone are insufficient to overcome entrenched consumer skepticism regarding GM foods.
  • Complementary communication strategies are necessary to foster greater acceptance and understanding of GM/BE foods.