Japanese Consumers' Acceptance of Genetically Modified (GM) Food

Abstract

Japanese consumers' interest and willingness to accept GM food are elicited from a consumer survey study. Using ordered probit analysis, findings suggest that various food safety and quality labeling information, concern for food safety issues, and attitude towards grocery food products in Japan, are important in Japanese consumers' GM food choice behavior. Limited information and lack of understanding among Japanese consumers regarding GM foods have a negative influence on their attitudes, perception, and interest in GM foods. This may be reflected in the significant degree of importance of food labeling perceived by Japanese consumers. Quality certification/labeling of GM foods may provide an effective solution to informational problems, and may contribute to an increased level of understanding and knowledge of GM food by consumers. In addition, any safety and specific quality benefits of GM food need to be effectively communicated to Japanese consumers through reliable sources and media if marketers wish to increase Japanese consumers' willingness to accept GM food.