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Consumer perception of food products involving genetic modification: Results from a qualitative study in four Nordic countries

Author

Listed:
  • Grunert, Klaus G.

    (The MAPP Centre, Aarhus School of Business)

  • Lähteenmäki, Liisa

    (VTT, Helsinki)

  • Nielsen, Niels A.

    (The MAPP Centre, Aarhus School of Business)

  • Poulsen, Jacob B.

    (The MAPP Centre, Aarhus School of Business)

  • Ueland, Oydis

    (Matforsk, Oslo)

  • Åström, Annika

    (SIK. The Swedish Institute for Food and Biotechnology, Gothenburg)

Abstract

1. The present study addresses consumer acceptance of food products involving the use of different applications of genetic modification in four Nordic countries. Three food products were used as examples: hard cheese, hard candy, and salmon. Three types of applications of genetic modification were investigated: modification of the raw material, use of genetic modification in enzyme production, and direct use of genetically modified microorganisms. In addition, three levels of presence of the genetically modified material in the final product were investigated: not present, present, and present and living/able to function. 2. The results from consumer samples in Denmark, Finland, Norway and Sweden are remarkably similar, showing a strong stability in consumer reactions to the use of genetic modification in food production in these four countries. 3. Consumer perception is characterised by a basic dichotomy of GM and non-GM products. Being non-GM is regarded as a major benefit in itself. When a product involves genetic modification, this elicits numerous negative assocations, of which the strongest ones are ‘unhealthy’ and ‘uncertainty.’ 4. The level of presence of the genetically modified material in the final product has a clear impact on consumer acceptance. When the GM material is present and viable/able to function, acceptance is lowest. 5. The type of application of genetic modification has an impact on consumer acceptance as well, but it differs across products. Still, there is a clear tendency that acceptance of salmon products where the salmon itself was genetically modified was lowest among all products tested. 6. The consumer benefits which the application of GM brings about (e.g., improved taste, functional benefits, environmental benefits) are largely perceived, but cannot overcompensate for the negative associations to GM. In some cases, a supposed benefit (e.g., faster growth of salmon, leading to reduced energy costs) was actually perceived as a disadvantage. Benefits combining personal tangible benefits with societal relevance (e.g., a low calorie candy which can be consumed by people suffering from diabetes) may have most positive impact on consumer acceptance.

Suggested Citation

  • Grunert, Klaus G. & Lähteenmäki, Liisa & Nielsen, Niels A. & Poulsen, Jacob B. & Ueland, Oydis & Åström, Annika, 2000. "Consumer perception of food products involving genetic modification: Results from a qualitative study in four Nordic countries," MAPP Working Papers 72, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    • Handle: RePEc:hhb:aarmap:0072
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    References listed on IDEAS

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    1. Bech-Larsen, Tino & Nielsen, Niels Asger, 1999. "A comparison of five elicitation techniques for elicitation of attributes of low involvement products," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 315-341, June.
    2. Lynn Frewer & Richard Shepherd, 1995. "Ethical concerns and risk perceptions associated with different applications of genetic engineering: Interrelationships with the perceived need for regulation of the technology," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 12(1), pages 48-57, December.
    3. Walker, Beth A. & Olson, Jerry C., 1991. "Means-end chains: Connecting products with self," Journal of Business Research, Elsevier, vol. 22(2), pages 111-118, March.
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    Cited by:

    1. Maurizio Canavari & Rodolfo Nayga, 2009. "On consumers' willingness to purchase nutritionally enhanced genetically modified food," Applied Economics, Taylor & Francis Journals, vol. 41(1), pages 125-137.
    2. Kristine M. Grimsrud & Jill J. McCluskey & Maria L. Loureiro & Thomas I. Wahl, 2004. "Consumer Attitudes to Genetically Modified Food in Norway," Journal of Agricultural Economics, Wiley Blackwell, vol. 55(1), pages 75-90, March.
    3. Onyango, Benjamin M. & Nayga, Rodolfo M., Jr., 2004. "Consumer Acceptance of Nutritionally Enhanced Genetically Modified Food: Relevance of Gene Transfer Technology," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(3), pages 1-17, December.
    4. Grimsrud, Kristine M. & McCluskey, Jill J. & Loureiro, Maria L. & Wahl, Thomas I., 2002. "Consumer Attitudes Towards Genetically Modified Foods In Norway," 2002 Annual meeting, July 28-31, Long Beach, CA 19818, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    5. Grimsrud, Kristine M. & Mittelhammer, Ronald C., 2003. "Market Segmentation Within Contingent Valuation," 2003 Annual meeting, July 27-30, Montreal, Canada 22108, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Knight, John G. & Mather, Damien W. & Holdsworth, David K., 2005. "Impact of genetic modification on country image of imported food products in European markets: Perceptions of channel members," Food Policy, Elsevier, vol. 30(4), pages 385-398, August.

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    Keywords

    Consumer behaviour; Buying behaviour; Food; Denmark; Norway; Sweden; Finland;
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