Abstract
By investigating consumer perceptions of genetically modified food, the presented study aims to explore what would make concerned consumers accept the idea. This research question is addressed by examining consumer mindsets through in-depth interviews. The study is different from existing ones for two reasons. First, the phenomenon of genetically modified food is examined as a domain of incomplete knowledge, meaning that consumers are assumed to be partially informed and have vague perceptions of the concept of genetically engineered food. Second, the discussed issues go beyond widely researched environmental and health concerns. Implications of the marketing of genetically modified food are discussed.
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