GMO's [genetically modified organisms] and consumer acceptance
1999
Gellynck, X. | Viaene, J. (Gent Univ. (Belgium). Dept. of Agricultural Economics)
Modern biotechnology is a rapidly developing and promising technique with impact upon agriculture, employment, environment, economics and society. However, this "new" technique raises many issues of which consumer acceptance is perhaps the most important and crucial one. A literature review on consumer attitudes and behaviour towards GMO-food in the European Union reveals a strong emotional oriented approach of the topic. The technique as such does not cause the problem, but much more the applications. Hereby, the trade-off between risks and benefits or necessity of the application occupies a central role. Uncertainty increases because of lack of information about risks. To stimulate a constructive public debate, both pro-active communication and consumer participation are essential. Qualitative market research in Flanders based upon focus group discussions confirms the findings in other EU-countries. By using the means-end chain theory, it becomes clear that personal, environmental as well as social aspects are important as determinants of attitude formation and buying intention. Important personal values such as long and healthy life and good quality of life dominate the discussions about GMO-food. Against this background, it will be essential to start a constructive and serene public debate, taking into account consumers complaints. Hereby, a distinction between the different groups composing "the public" is essential for obtaining effective communication.
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