What are the concerns of Croatian traditional food consumers regarding GM food?

Abstract

PurposeThe purpose of this paper is to examine the knowledge of Croatian traditional food consumers, their attitudes as well as their concerns regarding GM food.Design/methodology/approachA face‐to‐face survey was conducted with 360 consumers in order to collect data on importance of food production technology, respondents' knowledge about GM food, consumers' beliefs about GM food, fear of genetic modifications, willingness to consume and pay for GM food and respondents' demographics. Data were analysed with univariate and multivariate analyses.FindingsThe knowledge of Croatian traditional food consumers about GM food is relatively low, which affects their negative attitudes about consumption of GM food. Rejection of GM food is mostly associated with fear of possible negative impact of such food on human health and the environment. A high percentage of respondents (70 per cent) consider GM foods harmful to human health, resulting in a low acceptability of GM food even if it would be cheaper than food without GMOs. Respondents believe that GM components improve freshness and shelf life of food, but significantly reduce its taste and nutritional value.Research limitations/implicationsOne limitation of this study is the choice of the sample. Further research would be needed in order to explore attitudes and buying intentions of a representative sample of the entire Croatian population.Practical implicationsResearch results show that the introduction of GM food in the market would find potential consumers if it would provide some health benefits.Originality/valueThis paper gives the first insight into Croatian traditional food consumers' knowledge and concerns regarding GM food.