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 University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
There was considerable enthusiasm among scientists and producers about the potential of biotechnology, especially of genetically-modified organisms (GMO), in the production of foods. At the same time, the majority of consumers was sceptical, there were detailed public discussions and the retail trade also reacted cautiously. Against this background, a study was conducted which was intended to provide the answer to four questions. How negative are consumer attitudes to the use of genetic engineering in the production of food? In principle it was known that they are extremely negative. How much do these attitudes affect the evaluation of products and purchasing behaviour? A negative or positive attitude does not necessarily have an effect on purchasing behaviour. How deeply-rooted are these attitudes? Attitudes can be stable or unstable; the more deeply-rooted they are, the harder it is to deal with them. Would more information have any effect on these consumer attitudes?