Attitudes, Behavioral Intentions, and Actual Purchasing Patterns of GMOs

among ConsumersResearch preparing for publication

By: Cassandra Gill

Research PurposeThe purpose of this research was to examine

the behavioral patterns of consumers in regard to GMOs. Variables such as attitudes, behavioral intensions, and demographics, were examined to see how such factors influence purchase decisions.

Defining a GMO“A GMO (genetically modified organism) is

the result of a laboratory process of taking genes from one species and inserting them into another in an attempt to obtain a desired trait or characteristic.”

Some BackgroundWidespread presence - Genetically modified foods are

included in approximately 70% of food in typical grocery stores.

Despite this, a poll by The Washington Post showed that some 60% of respondents believed they had never eaten genetically modified food (Tobey).

The field of marketing has yet to truly examine genetically modified foods specifically as they have been grouped in a more general “unhealthy” category.

Most of GMO research has been done in government policy journals and scientific agricultural journals

Influencing Consumer’s Attitudes & Behavioral Intentions Despite great prevalence in society, most

Americans have vague understandings of what they are, and consumer them regularly.

Past research has found many conflicting Significant Explanatory Factors influencing consumers’ perceptions and intentions toward GMO consumption.

Education, age, income, morality, perceived risk, labeling have all been found to be influencing factors.

Purpose of this study’s researchMuch of the more current research examines

explanatory variables in predicting people’s perceptions of GMOs. The purpose of this research is to examine what explanatory variables can help predict consumers actual purchasing patterns in regard to GMOs.

Some Findings

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Figure 1: Health Risk from GMOs

Health Risk from GMOs

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Figure 2: Health Risk from GMOs

Importance of FDA GMO Labeling Mandate

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Figure 3: Importance of FDA GMO Labeling Mandate

Importance of FDA GMO Labeling Mandate

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Figure 4: Importance of FDA GMO Labeling Mandate

Qualitative Results13 of the 17 participants who claimed to believe that

they did not buy GMOs in their usual trips to the store, in fact very heavily consumed GMOs.

41 participants out 47 participants who responded that they did not know if they usually purchase GMO’s every week heavily consumed GMO’s on a regular basis unknowingly.

Those who knew that they did purchase GMOs (23 participants) every week consumed substantially less GMOs than the group that did not know; many purchased some organic items such as organic bananas and apples.

FindingsGender and education levels were found to

be significant explanatory factors in GMO opposition and avoidance of purchasing.

The more knowledge consumers have of GMO presence in food products, the less likely they are to consume them.

Arguments consumers typically use to support GMO’s are rooted in questionable facts.