Understanding public responses to genetic engineering through exploring intentions to purchase a hypothetical functional food derived from genetically modified dairy cattle

Abstract

Understanding the likely market response to the products of genetic engineering is crucial to their success. Views of a random selection of the public were obtained for a hypothetical milk product derived from cows genetically modified to produce a compound giving consumers protection from gastroenteritis or food poisoning. Approximately 55% of the sample (n = 1684) would not have purchased the product, 20% would have, while a further 22% were neutral. Intention to purchase was correlated with both an individual's General Attitude to Genetic Engineering (R = 0.78), and their Product‐specific Attitude (R = 0.83). The Product‐specific Attitude explained significantly greater variance in Purchase Intention than General Attitude, indicating the value of case‐by‐case assessment. The General Attitude scale was comprised of Intrinsic Moral Values to Genetic Engineering, Outcome Beliefs regarding the technology, Trust in Authorities, and Perception of Social Norms constructs or subscales. These four constructs were strongly correlated to Purchase Intention (R = 0.73, 0.70, 0.61, and 0.64, respectively). Exploring and addressing these aspects may contribute to the development of publicly acceptable and commercially successful genetic technologies.