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 VTT Biotechnology4 Department of Management, Aarhus BSS, Aarhus University5 Matforsk6 SIK7 unknown8 Department of Management, Aarhus BSS, Aarhus University
European consumers, in general, have negative attitudes towards the use of gene technology in food production. The objective of this study was to examine whether taste and health benefits influence the acceptability of genetically modified (gm) products when they are presented as real product alternatives. Consumers in Denmark, Finland, Norway and Sweden (n=738) assessed two cheeses: one was labelled as genetically modified (preferred in an earlier product test) and the other as conventional (neutral in an ealier product test). A smaller control group received two cheeses with blind codes. Labelling decreased consumers' intentions to buy the originally preferred gm-labelled cheese, but still the intentions were at the same level with the conventionally labelled buy gm cheese could best be explained by respondents' attitudes towards gene technology and perceived taste benefits. General health interest was also a reinforcer of intentions for gm cheese with reduced fat content.
Food Quality and Preference, 2002, Vol 13, Issue 7-8, OCT-DEC, p. 523-533