1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University
Consumers have not had many possibilities yet for seeking out, buying and consuming genetically modified food products. However, for various reasons consumer attitude formation with regard to these products is likely to be complex and closely related to personal values. The paper presents a model for explaining consumer attitudes to genetic modification in food production which builds on modern cognitive psychology and multi-attribute attitude theory. In addition, the paper introduces the empirical research which is undertaken at present to validate and estimate the parameters of the model by means of surveys in Denmark, Germany, the United Kingdom and Italy (total n=2000).