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An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

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  • Syed Hassan Raza

    (Department of Communication Studies, Bahauddin Zakariya University, Multan 66000, Pakistan)

  • Umer Zaman

    (Endicott College of International Studies, Woosong University, Daejeon 34606, Korea)

  • Paulo Ferreira

    (VALORIZA—Research Center for Endogenous Resource Valorization, 7300-555 Portalegre, Portugal
    Department of Economic Sciences and Organizations, Polytechnic Institute of Portalegre, 7300-555 Portalegre, Portugal
    CEFAGE-UE, IIFA, University of Évora, 7000-809 Évora, Portugal)

  • Pablo Farías

    (Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago 8330015, Chile)

Abstract

Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group ( n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.

Suggested Citation

  • Syed Hassan Raza & Umer Zaman & Paulo Ferreira & Pablo Farías, 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction," IJERPH, MDPI, vol. 18(10), pages 1-24, May.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:10:p:5264-:d:555178
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    References listed on IDEAS

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    1. Xueqin Wang & Yiik Diew Wong & Kum Fai Yuen, 2021. "Does COVID-19 Promote Self-Service Usage among Modern Shoppers? An Exploration of Pandemic-Driven Behavioural Changes in Self-Collection Users," IJERPH, MDPI, vol. 18(16), pages 1-22, August.
    2. Myoung-Gi Chon & Linjia Xu & Jiaying Liu & Jeong-Nam Kim & Jarim Kim, 2022. "From Mind to Mouth: Understanding Active Publics in China and Their Communicative Behaviors on GM Foods," IJERPH, MDPI, vol. 20(1), pages 1-13, December.

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