MAPP Working Papers,
University of Aarhus, Aarhus School of Business, The MAPP Centre

Abstract: The research reported here aimed to investigate the effects of different types of information about genetically modified foods on both consumer attitudes towards genetic modification and their tendency to choose genetically modified products (compared to more traditionally manufactured alternatives).

The impact of information strategy (balanced, or product specific), attributed information source (The “European Association of Consumers”, the “European Association of Industry” or the “European Commission”) and type of product (yoghurt or beer) were systematically examined in the four European countries involved in the research. The effects of a classical advertising approach were also examined in Denmark and Germany.

The results indicated that

• Providing information does not increase acceptance of genetically modified foods. The reverse was found to be true.

• In all countries, consumers tended to select non-genetically modified products. Cross-national differences related to type of product were not very pronounced.

• Those respondents who had positive prior attitudes towards genetically modified foods were more likely to select genetically modified foods. These attitudes were not influenced by information provision.

• The form of information strategy about genetically modified foods was not important. However, the provision of information (in itself) was more likely to activate existing attitudes already held by respondents than change these attitudes.

• Labelling of genetically modified products alone was unlikely to result in attitude activation.

• These results are likely to be applicable only in cultures in which attitudes towards genetically modified foods are already well established. Information may have a different impact in countries in which the public have not been exposed to information about genetically modified foods.

• Information source characteristics do influence consumer choices regarding genetically modified foods. In particular, consumers are more likely to choose genetically modified products if the source providing information about them is perceived to be honest, and the information is product specific, or if the source is perceived to be dishonest, and the information is balanced and general in content.

• Industry was perceived to be more dishonest providers of information about genetically modified foods in Denmark, Italy and the United Kingdom, but not in Germany, where industry was as trusted as the other sources.

• Increased transparency might improve public trust in industry. However, the public are more likely to believe the European Commission or consumer organisations when communicating about genetic modification.

Keywords: Consumer behaviour; Food; Denmark; Italy; United Kingdom; Germany

57 pages, July 1, 2000

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