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 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
History, regulatory solutions, and consumer response research
The debate on genetically modified (GM) foods has been led on multiple levels in Europe, including such diverse frames of reference as economic policy and international trade, environmental risk, bioethics, consumer protection and food safety. The shifting frames of reference are traced over the past three decades, focusing on events leading up to the five year quasi-moratorium on GM foods and its final lifting in 2004. While regulatory problems have been resolved, commercial actors in the food chain have done little to prepare themselves for the actual marketing of GM foods to European consumers. Relevant consumer research is reviewed, and a potential way forward for commercial actors is outlined. It is concluded that the conceptualization of GM foods should be turned back on its feet, understanding them as foods and not just as embodiments of technology.
Journal of Public Affairs, 2005, Vol 5, Issue 3, p. 263-274