Abstract
Despite scientific consensus, consumers’ misperceptions about the risks of genetically modified (GM) food influence product rejection and the persistence of negative attitudes. Building on the mental models approach for risk communication and the Elaboration Likelihood Model for attitude change, a two-wave repeated measures randomized controlled experiment on a representative sample of Swedish consumers was used to test the effectiveness of tailored (to consumers’ mental models of GM food) and persuasive (strong vs. weak) communication for attitudes and product preferences change. In wave 1 (N = 3,243) and wave 2 (N = 1,554), we measured consumers’ attitudes and elicited product preferences using a discrete choice experiment. We found a positive effect of communication on attitudes and product preferences in two out of the four treatment groups, one of which initially held a negative attitude and perceived GM food as very risky.
Highlights
Consumer acceptance of gene technology for applications to food remains a conundrum
We recognize that other methodologies are used to address misperception and/or knowledge deficits about genetically modified (GM) with the aim of directing attitude change (Ruth & Rumble, 2017; Thacker et al, 2020; Yuan, Ma, & Besley, 2019), the present study aimed to examine the effect of tailored communication for GM food within a joint framework of the mental models approach and the Elaboration Likeli hood Model (ELM)
In a joint framework of the mental models approach and the Elaboration Likelihood Model, we examined the effect of communication tailored to perceptions of risks and benefits of GM for attitudes and product preferences change against the pre-existing baseline
Summary
Consumer acceptance of gene technology for applications to food remains a conundrum. Given the urgent need for climate change adaptations, the use of gene technology in food production can provide a number of environmental benefits (Phipps & Park, 2002) and play an important role in agriculture solutions for sustainable future (Abberton et al, 2016). The negative attitudes and lack of acceptance of GM application in food are widely reported to be linked to perceptions about GM foods’ high risks and low benefits (Frewer, Howard, & Shepherd, 1996; Frewer et al, 2013; Gaskell, Allum, & Stares, 2003; Magnusson & Koivisto Hursti, 2002; Royzman, Cusimano, Metas, & Leeman, 2020; Scott, Inbar, & Rozin, 2016). Scientists and communication specialists play a role in informing and changing attitudes for future acceptance of GM foods
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