Consumer perception of risk associated with eating genetically engineered soybeans is less in the presence of a perceived consumer benefit

Objective: To determine whether perceived benefit alters personal risk perception associated with eating genetically engineered soybeans, consumer desire for labeling, preferred phrase on a label symbol, and desired information in an educational brochure. Design: Comparison of responses of two consumer groups who completed one of two survey versions. Subjects/settings: One hundred fifty supermarket shoppers, age 21 years and older, for each survey or n=300 total. Focus groups and a pilot test were used to develop the final survey in which consumers read a description of a genetically engineered soybean with either no obvious consumer benefit or an obvious consumer benefit and then completed a set of attitude questions and evaluated a voluntary label design and educational brochure content. Main outcome measures were mean opinion scores of personal risk and desire for labeling and ranking of desired label phrase and brochure topics. Statistical analyses: X2 and t Tests were used. Results Consumers reading about the soybean with obvious consumer benefit were significantly more comfortable eating these than those reading about the soybean with no obvious consumer benefit (2.9+/-1.1 vs 3.4+/-1.0, respectively; P less than .001). However, the groups did not differ in desire for labeling of foods made with these soybeans or preferred brochure content. They did differ significantly in preferred phrase on the symbol (P less than .05). Applications/conclusions: Dietitians can use descriptions of genetic engineering applications such as those in this study to help consumers assess these applications. Dietitians can play a critical role in explaining labeling terms and designing educational materials when the FDA finalizes voluntary labeling regulations for genetically engineered foods.