public perceptions of genetically modified foods: americans know not what they eat william k....

Public Perceptions of Public Perceptions of Genetically Modified Foods: Genetically Modified Foods:

Americans Know Not What they EatAmericans Know Not What they Eat

William K. Hallman, PhD.William K. Hallman, PhD.Food Policy Institute Food Policy Institute

Cook CollegeCook College

Rutgers UniversityRutgers University

Food For Thought Lecture SeriesOregon State UniversityOctober 12, 2006

OverviewOverview

A series of national telephone surveysA series of national telephone surveys

2001 2003 2004

OverviewOverview

• Funding for the studies was provided by Funding for the studies was provided by a 4-year grant from the USDA - a 4-year grant from the USDA - CSREES IFAFS programCSREES IFAFS program

• Many of the questions are comparable Many of the questions are comparable to those in the Eurobarometer series of to those in the Eurobarometer series of polls of European attitudes toward polls of European attitudes toward biotechnologybiotechnology

Results of National SurveyResults of National Survey

• 1,201 randomly selected 1,201 randomly selected • Response rate 66% of those available and Response rate 66% of those available and

eligibleeligible• Sampling error +/- 3% Sampling error +/- 3% • 95% confidence interval95% confidence interval• All respondents > age 18All respondents > age 18• The latest interviews completed in June 2004The latest interviews completed in June 2004• Data weighted for race/ethnicity and Data weighted for race/ethnicity and

educationeducation

OverviewOverview

• 2001 study was replicated in China2001 study was replicated in China

2001

ChinaChina• Collaborator: Jikun Huang / Caiping Zang / Carl Collaborator: Jikun Huang / Caiping Zang / Carl

PrayPray– Center for Chinese Agricultural Policy (CCAP) Center for Chinese Agricultural Policy (CCAP)

researchers researchers

• 1005 Face-to-face interviews with adults 1005 Face-to-face interviews with adults (between the ages of 16 and 70)(between the ages of 16 and 70)

• Samples from 11 coastal cities in 5 provinces Samples from 11 coastal cities in 5 provinces – These provinces make up ~50% of total population These provinces make up ~50% of total population

and 56% of urban populationand 56% of urban population

• Sample population classified as 100% urbanSample population classified as 100% urban• Data collected in September and October 2002Data collected in September and October 2002

China - SamplingChina - Sampling

OverviewOverview

• 2003 study was replicated in South 2003 study was replicated in South KoreaKorea

2003

South KoreaSouth Korea

• Collaborator: Ho Min JangCollaborator: Ho Min Jang• Korean Research Institute for Korean Research Institute for

Biotechnology and Bioscience (KRIBB)Biotechnology and Bioscience (KRIBB)• 1,054 individuals >age 20 selected using 1,054 individuals >age 20 selected using

proportionate random samplingproportionate random sampling• Face-to-face interviews between April and Face-to-face interviews between April and

May 2003 conducted by Gallup South May 2003 conducted by Gallup South KoreaKorea

OverviewOverview

• Portions of the 2004 survey were replicated in Germany in 2004 Portions of the 2004 survey were replicated in Germany in 2004 (Hans Peter Peters at the Forschungszentrum Juelich) and in (Hans Peter Peters at the Forschungszentrum Juelich) and in Canada in 2005 (John Olsthoorn, Canadian Biotechnology Canada in 2005 (John Olsthoorn, Canadian Biotechnology Secretariat)Secretariat)

2004

Knowledge, Opinion, & InterestKnowledge, Opinion, & Interest

• Focus on Information Focus on Information about GMabout GM– What do people know?What do people know?

• How do they know it?How do they know it?

– What do they want to What do they want to know now?know now?

• How will they find that How will they find that information?information?

– What are they willing to What are they willing to believe?believe?

www.foodpolicyinstitute.orgwww.foodpolicyinstitute.org

Redesigned Measures 2004Redesigned Measures 2004

• Aim to give a more Aim to give a more detailed picture of the detailed picture of the uncertain nature of uncertain nature of Americans’ attitudes Americans’ attitudes and opinionsand opinions– Inclusion of “unsure” Inclusion of “unsure”

option in many option in many questionsquestions

Familiarity with BiotechnologyFamiliarity with Biotechnology

18 63 13 6

10 34 23 33

17 27 42 14

11 29 47 13

14 29 45 12

0 20 40 60 80 100

South Korea 2003

China 2002

U.S. 2004

U.S. 2003

U.S. 2001

Great Deal Some Not Much Nothing at All

How much have you heard or read about genetic modification, genetic engineering or How much have you heard or read about genetic modification, genetic engineering or biotechnology?biotechnology?

56%


11 32 31 25

9 30 33 27

12 25 35 27

10 26 37 26

12 34 24 30

0% 20% 40% 60% 80% 100%

2001

2002

2003

2004

2005

How Much Have you Heard or Read about Biotechnology?

A LotSomeA LittleNothing


10 57 23 9

11 57 21 11

10 56 25 9

6 51 30 13

7 50 30 12

8 48 31 13

0 20 40 60 80 100

U.S. March '03

U.S. March '04

U.S. Jan '05

Canada March '03

Canada March '04

Canada Jan '05

Very familiar Somewhat familiar Not very familiar Not at all familiar

Would you say you are very familiar, somewhat familiar, not very familiar or not at all familiar with biotechnology?

Canadian Biotechnology SecretariatCanadian Biotechnology Secretariat

Awareness of BiotechnologyAwareness of Biotechnology

• Awareness in U.S. has grown modestly Awareness in U.S. has grown modestly in the last two decadesin the last two decades– 1987 study by the office of technology 1987 study by the office of technology

assessment (OTA):assessment (OTA):• 63% heard or read “relatively little” or “almost 63% heard or read “relatively little” or “almost

nothing”nothing”• 6% report having heard or read “a lot”6% report having heard or read “a lot”

Self-assessed KnowledgeSelf-assessed Knowledge

How much do you know about biotechnology, genetic engineering, or genetic modification?

Not a Frequent Topic of ConversationNot a Frequent Topic of Conversation

Before this interview, have you ever discussed biotechnology, genetic engineering, or genetic modification with anyone?

4%

Never

Once or twice

Occasionally

Frequently

16%

17% 63%

How often have you looked for How often have you looked for information about GM food?information about GM food?

89%

4%4% 3%

Never

Once or twice

Three to ninetimesTen or moretimes

Where would you go for information Where would you go for information about GM food?about GM food?

• About 80% say they would go to the internet.About 80% say they would go to the internet.– About 60% say they would search online or About 60% say they would search online or

specified a specific search engine.specified a specific search engine.– About 20% specified a particular website (like About 20% specified a particular website (like

USDA)USDA)

• About 1 in 10 say they would go to the About 1 in 10 say they would go to the library.library.

What about Europe?What about Europe?

2

4

7

10

13

3

7

22

30

37

5

6

13

13

15

90

83

58

46

34

0% 20% 40% 60% 80% 100%

Frequently Occasionally Once or Twice Never

Ever Attended a Public Meeting about Biotechnology?

Ever Searched the Internet to Get Information about Biotechnology?

Ever Talked with Anyone About Biotechnology before Today?

Ever Read Newspaper Stories about Biotechnology?

Ever Heard about Biotechnology on Radio or Television?

- 2006

GM? What GM?GM? What GM?

27

41

32

25 23

52

10

48

41

0%

10%

20%

30%

40%

50%

60%

Yes No Unsure

2001 (n=1203)

2003 (n=1201)

2004 (n= 600)

*

* Unsure included as a response option

As far as you know, are there foods with GM ingredients in supermarkets now?

Have You Ever Eaten a GM Food?Have You Ever Eaten a GM Food?

65

1620

26

15

58

31

46

23

0%

10%

20%

30%

40%

50%

60%

70%

Yes No Unsure

2001 (n=1203)

2003 (n=1201)

2004 (n= 600)

* Unsure included as a read response

*

As far as you know, have you ever eaten any food As far as you know, have you ever eaten any food containing genetically modified ingredients?containing genetically modified ingredients?

What’s out there?What’s out there?Which of the following products are available?Which of the following products are available?

0% 10% 20% 30% 40%

GM Rice

GM Chicken

GM Soybeans

GM Corn

GM Tomatoes

*Shown as percentage of split sample (N = 600) only asked of those who knew GM foods are available.

Are GM foods in supermarkets?Are GM foods in supermarkets?China 2002China 2002

0%

10%

20%

30%

40%

50%

60%

Yes No DK

Have you eaten GM food?Have you eaten GM food?China 2002China 2002

0%

10%

20%

30%

40%

50%

60%

Yes No DK

China – Produce in Market? Eaten?China – Produce in Market? Eaten?Yes (actual)Yes (actual) Yes in Yes in

MarketMarketYes have Yes have EatenEaten

Soybean OilSoybean Oil 18%18% 9%9%

Soy productsSoy products 1818 66

Cotton Seed OilCotton Seed Oil 33 .4.4

No in factNo in fact

Fruit Fruit 4242 2323

TomatoTomato 4545 3535

CabbageCabbage 66 22

GarlicGarlic 66 22

PotatoPotato 1717 77

MaizeMaize 1818 88

RiceRice 1717 77

WheatWheat 1616 55

OthersOthers 22 11

Opinions About BiotechnologyOpinions About Biotechnology

• Being uninformed doesn’t stand in the Being uninformed doesn’t stand in the way of having an way of having an opinionopinion– The number of respondents who report The number of respondents who report

approving or disapproving of biotechnology approving or disapproving of biotechnology typically exceeds the number who report typically exceeds the number who report knowing much about itknowing much about it

Opinions About BiotechnologyOpinions About Biotechnology

• Relatively uninformed opinions are Relatively uninformed opinions are “uncrystallized”“uncrystallized”

• These opinions are:These opinions are:– Not well thought throughNot well thought through– Not strongly heldNot strongly held– Subject to change Subject to change – Influenced by the wording of questionsInfluenced by the wording of questions

• They represent They represent impressionsimpressions

Approval of Plant-based GM FoodApproval of Plant-based GM Food

Plant-based GM food products

49% 47%

39% 41%

11% 12%

0%

10%

20%

30%

40%

50%

60%

2003 2004

Total approve

Total disapprove

Total don't know

Response pattern

Approval of GM food productsApproval of GM food products

23%43%

49%

42%

28%16%

0%10%20%30%40%50%60%70%80%90%

100%

Plant-based Animal-based

Approve

Unsure

Disapprove


15%31%8%

12%

49%

42%

17%11%

11% 5%

0%10%20%30%40%50%60%70%80%90%

100%


Strongly approve

Somewhat approve

Unsure

Somewhat disapprove

Strongly disapprove


23%43%

18%

18%12%

12%19%

11%28%

16%

0%10%20%30%40%50%60%70%80%90%

100%


Approve

Lean toward approval

Completely unsure/inbetween

Lean toward disapproval

Disapprove


15%31%8%

12%18%

18%12%

12%19%

11%17%11%

11% 5%

0%10%20%30%40%50%60%70%80%90%

100%


Strongly approve

Somewhat approve

Lean toward approval

Completely unsure/inbetweenLean toward disapproval

Somewhat disapprove

Strongly disapprove

No change in overall approval*No change in overall approval*

49% 47%

39% 41%

11% 12%

0%

10%

20%

30%

40%

50%

60%

2003 2004

Total approve

Total disapprove

Total don't know

Plant-based GM food products

*This graph groups those who had no opinion initially but said they approved or disapproved in the follow-up question together with those who initially said they approved or disapproved.

0% 20% 40% 60% 80% 100%

Animals/abstract

Plants/abstract

Hormones- Cows give more milk

Beef with less cholesterol

Produce-lasts longer

Produce-better tasting

Sheep Milk- Medicine and Vaccines

Produce-less expensive

Grass- needs less mowing

Rice with enhanced Vitamin A

Hormones like Insulin

More Nutritious Grain

Percent

Strongly ApproveMildly ApproveMildly DisapproveStrongly DisapproveDon’t Know

US (2001) Approval of the Use of Genetic US (2001) Approval of the Use of Genetic Modification to Create:Modification to Create:

0% 20% 40% 60% 80% 100%

Seafood/abstract

Livestock/abstract

Plants/abstract

Livestock fed GM corn

Soybean oil from GM Soy

Tofu from GM Soy

Fruit/Veg. with longer shelf-life

Noodles from GM Wheat

GM Rice

More Nutritious Rice

Percent

Strongly ApproveMildly ApproveNeutralMildly DisapproveStrongly DisapproveDon’t Know

China - Approval of the Use of Genetic China - Approval of the Use of Genetic Modification to Create:Modification to Create:

Willingness to purchase GM foodsWillingness to purchase GM foods

9%

43%

23%

25%Very willing

Somewhat willing

Somewhat unwilling

Very unwilling

Percentage of those in US survey who disapproved Percentage of those in US survey who disapproved of plant-based GM technology who would buy GM of plant-based GM technology who would buy GM

food if….food if….

Label Those ProductsLabel Those ProductsFoods produced through genetic modification should be Foods produced through genetic modification should be

labeled as suchlabeled as such

90%

95%

89%

10%

11%

5%

0% 20% 40% 60% 80% 100%

2001

2003

2004

Agree Disagree

What do People Know about Regulations?What do People Know about Regulations?

Yes (28%)

No (33%)

Unsure (39%)

N=601

Belief that GM Food Products are Required to be Belief that GM Food Products are Required to be Labeled in the United StatesLabeled in the United States

Only 1/3 correctly believe that GM foods do not require labels

Context for Opinion FormationContext for Opinion Formation

• Biotechnology is:Biotechnology is:– An abstract concept for manyAn abstract concept for many– Not high on the issue agenda for most Not high on the issue agenda for most

peoplepeople– Not something about which people have Not something about which people have

been forced to make been forced to make personal personal decisionsdecisions

Deciding About BiotechnologyDeciding About Biotechnology

• Once people make a decision their Once people make a decision their opinions become more crystallizedopinions become more crystallized– They adjust their attitudes and opinions to They adjust their attitudes and opinions to

support their decisionssupport their decisions– They pay attention to confirming informationThey pay attention to confirming information– They discount inconsistent information They discount inconsistent information – They reinterpret disconfirming information to They reinterpret disconfirming information to

support their decisionsupport their decision

Starting PointsStarting Points

• In communicating about GM foods and In communicating about GM foods and crops, it is important to find the right crops, it is important to find the right starting pointsstarting points– These differ between audiencesThese differ between audiences– Efforts should begin with assessments of:Efforts should begin with assessments of:

• What people already know What people already know • How they know itHow they know it• What they want to knowWhat they want to know

What Do People Know?What Do People Know?

• Many have a poor grasp of basic biological, Many have a poor grasp of basic biological, ecological, and environmental conceptsecological, and environmental concepts

• Many have a poor understanding of how food Many have a poor understanding of how food is grown and producedis grown and produced– Only about half (49%) of those in our National Only about half (49%) of those in our National

study said they had heard of traditional study said they had heard of traditional crossbreeding methodscrossbreeding methods

– Only 28% said they had eaten a crossbred fruit or Only 28% said they had eaten a crossbred fruit or vegetablevegetable

What Do People Know (2003)?What Do People Know (2003)?

• People typically overrate their understanding People typically overrate their understanding of science and food productionof science and food production– Our National study: 37% rated their Our National study: 37% rated their

understanding of science as good, very good, or understanding of science as good, very good, or excellentexcellent• Only 20% rate their understanding of science as poorOnly 20% rate their understanding of science as poor

– 75% rated their understanding of food 75% rated their understanding of food production as good, very good, or excellent production as good, very good, or excellent • Only 3% rate their understanding of food production as Only 3% rate their understanding of food production as

poorpoor

What Do People Know?What Do People Know?

• People don’t know what they don’t knowPeople don’t know what they don’t know– Therefore they are unlikely to seek information Therefore they are unlikely to seek information

to fill the gaps that exist in their knowledge to fill the gaps that exist in their knowledge – Unlikely to sit still for educationUnlikely to sit still for education

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Has more preservatives now.

Has a longer shelf life.

Has more pesticides now

Is fresher now.

Is safer now.

Is more nutritous now.

Is healthier now.

Tastes better now.

Is less expensive now relative to the cost ofliving

Strongly Agree

Somewhat Agree

Neither Agree norDisagree

SomewhatDisagree

Strongly Disagree

Compared to 50 years ago, food available in the grocery store. . .

Food Production QuizFood Production Quiz

Most food in the U.S. is produced on Most food in the U.S. is produced on small family farmssmall family farms

26 72 2

0% 50% 100%

U.S.

True False Don't know

*


Most of the farmers in the U.S. work off Most of the farmers in the U.S. work off the farm to supplement their incomethe farm to supplement their income

58 36 6

0% 50% 100%

U.S.


*


There is enough food produced in the There is enough food produced in the U.S. to feed all the people in this U.S. to feed all the people in this countrycountry

69 29 2

0% 50% 100%

U.S.


*


Most of the bananas sold in U.S. Most of the bananas sold in U.S. supermarkets are grown in this countrysupermarkets are grown in this country

13 84 3

0% 50% 100%

U.S.


*


Most of the corn grown in the U.S. is used Most of the corn grown in the U.S. is used to feed animals such as cowsto feed animals such as cows

55 38 6

0% 50% 100%

U.S.


*


Peanuts grow on treesPeanuts grow on trees

11 84 5

0% 50% 100%

U.S.


*


The sweetener used in most foods comes The sweetener used in most foods comes from sugarcanefrom sugarcane

49 46 6

0% 50% 100%

U.S.


*

First Thought or Image?First Thought or Image?

• One-third (31%) have no first thought or imageOne-third (31%) have no first thought or image• GM evoked the largest percentage of negative GM evoked the largest percentage of negative

responses (21%) responses (21%) – 13% for GE, 11% for Biotech13% for GE, 11% for Biotech

• Biotechnology evoked the most thoughts or images Biotechnology evoked the most thoughts or images related to science (23%)related to science (23%)– 12% for GE, 8% for GM12% for GE, 8% for GM

• Genetic Engineering evoked most images related to Genetic Engineering evoked most images related to cloning (14%)cloning (14%)– 9% for GM, 2% for Biotech9% for GM, 2% for Biotech

• More than half (51%) thought this image was negativeMore than half (51%) thought this image was negative

What Do People Assume?What Do People Assume?

• Many start with negative images of Many start with negative images of biotechnologybiotechnology– Europeans report twice the negative Europeans report twice the negative

images related to biotechnology compared images related to biotechnology compared to U.S. counterpartsto U.S. counterparts

• Many of these images are related to Many of these images are related to science-fictionscience-fiction


• Many believe that the “will of God” or Many believe that the “will of God” or the process of “natural selection” has the process of “natural selection” has yielded organisms that are “good,” yielded organisms that are “good,” “natural,” and belong together“natural,” and belong together

• Many believe that GM crops are not Many believe that GM crops are not “natural”“natural”– 54% of U.S. agrees (28% strongly) that 54% of U.S. agrees (28% strongly) that

“Even if genetically modified food has “Even if genetically modified food has advantages, it is basically against nature.”advantages, it is basically against nature.”


• Many believe that a “balance of nature” exists Many believe that a “balance of nature” exists that is threatened by GMO’sthat is threatened by GMO’s– 90% of U.S. agrees (69% strongly) that “The 90% of U.S. agrees (69% strongly) that “The

balance of nature can be easily disrupted by balance of nature can be easily disrupted by humans.” humans.”

– 58% of Americans agree that “We have no business 58% of Americans agree that “We have no business meddling with nature.”meddling with nature.”

– 53% of U.S. agrees (29% strongly) that “Genetically 53% of U.S. agrees (29% strongly) that “Genetically modified food threatens the natural order of things.”modified food threatens the natural order of things.”

– 35% agree that “It would be better if we did not 35% agree that “It would be better if we did not know how to do genetic modification at all.”know how to do genetic modification at all.”


• Many view GM modification as Many view GM modification as introducing changes into poorly introducing changes into poorly understood complex systemsunderstood complex systems– 74% agree (40% strongly) that “Nature is 74% agree (40% strongly) that “Nature is

so complex it is impossible to predict what so complex it is impossible to predict what will happen with GM Crops.”will happen with GM Crops.”


• Many believe that humans are fallible, Many believe that humans are fallible, so mistakes are inevitableso mistakes are inevitable– 80% agree (43% strongly) that “Humans 80% agree (43% strongly) that “Humans

are not perfect, so serious accidents are not perfect, so serious accidents involving genetically modified foods are involving genetically modified foods are bound to happen.”bound to happen.”


• Many believe that GM crops were Many believe that GM crops were created because “they could be.”created because “they could be.”– Nearly three-quarters of Americans (73%) Nearly three-quarters of Americans (73%)

agree that “Most GM foods were created agree that “Most GM foods were created because scientists were able to make because scientists were able to make them, not because the public wanted them, not because the public wanted them.”them.”


• Many believe that companies put profits Many believe that companies put profits over safety and public welfare.over safety and public welfare.– 68% of Americans agree that “Companies 68% of Americans agree that “Companies

involved in creating GM crops believe involved in creating GM crops believe profits are more important than safety.”profits are more important than safety.”


• Many believe that the risks of GM warrant strict Many believe that the risks of GM warrant strict regulations, but the government has neither the regulations, but the government has neither the tools nor motivation to properly regulate.tools nor motivation to properly regulate.– Three-quarters of Americans agree that “The Three-quarters of Americans agree that “The

potential danger from genetic modification is so potential danger from genetic modification is so great that strict regulations are necessary.”great that strict regulations are necessary.”

– 59% of those in the U.S. agree that “The 59% of those in the U.S. agree that “The government does not have the tools to properly government does not have the tools to properly regulate GM foods.”regulate GM foods.”

– Only 30% agree that “Government regulators have Only 30% agree that “Government regulators have the best interests of the public in mind.”the best interests of the public in mind.”


Yes (29%)

No (13%)

Unsure (59%)

N=1201

Belief that GM Food Products are Tested for Human SafetyBelief that GM Food Products are Tested for Human Safety

Fewer than 1/3 believe that GM products are tested to ensure they are safe for humans


Yes (29%)

No (13%)

Unsure (59%)

N=1201

Belief that GM Food Products are Tested for Belief that GM Food Products are Tested for Environmental SafetyEnvironmental Safety

Fewer than 1/3 believe that GM products are tested to ensure they are safe for the environment

Change in Willingness to Change in Willingness to Purchase GM FoodsPurchase GM Foods

• Americans are more willing to purchase GM Americans are more willing to purchase GM foods if they if they are certified ‘safe’ by:foods if they if they are certified ‘safe’ by:

0% 25% 50% 75% 100%

Biotech Industry

Environmental/ Consumer Orgs

EPA

Medical/ Scientific Orgs

USDA

FDA

Much more willing Somewhat more willing No difference

Somewhat less willing Much less willing


• In the U.S. Many believe that farming is In the U.S. Many believe that farming is a “noble,” “wholesome” and “romantic” a “noble,” “wholesome” and “romantic” occupationoccupation

• Many dream of moving to rural Many dream of moving to rural agricultural areas or “the countryside”agricultural areas or “the countryside”


• Many believe that farmers would prefer to Many believe that farmers would prefer to farm organically but are forced to use farm organically but are forced to use chemical inputschemical inputs– 57% of Americans believe that “Most farmers 57% of Americans believe that “Most farmers

would prefer to farm organically rather than use would prefer to farm organically rather than use chemical pesticides and fertilizers.”chemical pesticides and fertilizers.”

• Like pesticides, GM is often seen as an Like pesticides, GM is often seen as an artificial “intervention”artificial “intervention”


• Many believe that farmers will adopt GM Many believe that farmers will adopt GM crops because “they won’t have any choice”crops because “they won’t have any choice”– 38% believe that “Farmers will have to plant 38% believe that “Farmers will have to plant

genetically modified crops or go out of business.”genetically modified crops or go out of business.”

What Do People Know What Do People Know AboutAbout the Science? the Science?

• 11-item true/false quiz about basic 11-item true/false quiz about basic concepts related to genetics and GM concepts related to genetics and GM foodfood

• On average, in 2003 Americans On average, in 2003 Americans answered 7 questions correctly, in 2004 answered 7 questions correctly, in 2004 only 4.7 correctonly 4.7 correct

• The addition of the “unsure” option The addition of the “unsure” option drastically changed responses.drastically changed responses.

2003 (n=1202)2003 (n=1202) 2004 (n=600)2004 (n=600)

CorrectCorrect UnsureUnsure CorrectCorrect UnsureUnsure

By eating a GM fruit, a person’s genes could also become By eating a GM fruit, a person’s genes could also become modifiedmodified

68%68% 15%15% 46%46% 41%41%

The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 73%73% 9%9% 57%57% 31%31%

GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 57%57% 18%18% 37%37% 47%47%

It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 48%48% 18%18% 30%30% 52%52%

Tomatoes modified with genes from a catfish would probably Tomatoes modified with genes from a catfish would probably taste fishytaste fishy

60%60% 13%13% 42%42% 43%43%

Cloning produces genetically identical copiesCloning produces genetically identical copies 69%69% 8%8% 54%54% 30%30%

More than half the human genes are identical to those of More than half the human genes are identical to those of chimpanzeeschimpanzees

55%55% 16%16% 41%41% 44%44%

New: Scientists sometimes genetically modify plants so that New: Scientists sometimes genetically modify plants so that they cannot reproduce.they cannot reproduce.

N/AN/A N/AN/A 45%45% 46%46%

New: Larger organisms have more genesNew: Larger organisms have more genes N/AN/A N/AN/A 37%37% 47%47%

New: Most of the soybeans grown in the U.S. are a genetically New: Most of the soybeans grown in the U.S. are a genetically modified varietymodified variety

N/AN/A N/AN/A 27%27% 61%61%

New: GM corn is required to be kept separate from non-GM corn.New: GM corn is required to be kept separate from non-GM corn. N/AN/A N/AN/A 12%12% 49%49%

Basic genetics/science quiz with longitudinal comparisons

Adding the “unsure” choice brings Adding the “unsure” choice brings US numbers closer to EuropeUS numbers closer to Europe

Percent CorrectPercent Correct

USUS20032003

EuropeEurope2002*2002*


68%68% 49%49%

The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 73%73% 53%53%

GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 57%57% 38%38%

It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 48%48% 26%26%

Cloning produces genetically identical copiesCloning produces genetically identical copies 69%69% 66%66%


55%55% 52%52%

*Eurobarometer 58.0

Questions in common

Adding the “unsure” choice brings Adding the “unsure” choice brings US numbers closer to EuropeUS numbers closer to Europe

Percent CorrectPercent Correct

USUS20042004

EuropeEurope2002*2002*


46%46% 49%49%

The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 57%57% 53%53%

GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 37%37% 38%38%

It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 30%30% 26%26%

Cloning produces genetically identical copiesCloning produces genetically identical copies 54%54% 66%66%


41%41% 52%52%

*Eurobarometer 58.0

Questions in common

Media CoverageMedia Coverage• Coverage by the US print media seems to represent Coverage by the US print media seems to represent

a narrow slice of the agricultural biotechnology story a narrow slice of the agricultural biotechnology story – Coverage appears to be event driven, resulting in peaks in Coverage appears to be event driven, resulting in peaks in

coverage resulting in greater issue visibility coverage resulting in greater issue visibility

• It is likely that the public becomes aware of It is likely that the public becomes aware of agricultural biotechnology through media coverage of agricultural biotechnology through media coverage of peak eventspeak events

• Coverage tends to frame the issue in terms of Coverage tends to frame the issue in terms of general science framing….general science framing….

– Genius and opportunity (Progress/Prospect)Genius and opportunity (Progress/Prospect)• OROR

– Danger and madness (Runaway/Pandora)Danger and madness (Runaway/Pandora)

ImplicationsImplications• Media coverage: Media coverage:

– Infrequent and around peak events Infrequent and around peak events – Framed as either progress or pandoraFramed as either progress or pandora– Limited explanation of the scienceLimited explanation of the science

• Consumers have limited understanding of the Consumers have limited understanding of the sciencescience– heuristically process the information they do receiveheuristically process the information they do receive

• Readers are left with a vague recollection of Readers are left with a vague recollection of events and the technologyevents and the technology

• Few have the ability to separate fact from fictionFew have the ability to separate fact from fiction

News Story RecognitionNews Story RecognitionHeard of itHeard of it

(N=600)(N=600)

Pollen from GM corn was shown to kill butterfly larva in a Pollen from GM corn was shown to kill butterfly larva in a laboratorylaboratory

8%8%

GM crops have been detected in countries where it is not legal GM crops have been detected in countries where it is not legal to plant themto plant them

16%16%

A large fast-food company used chickens so altered by genetic A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ anymore *modification that they can’t be called ‘chicken’ anymore *

18%18%

Some people have had allergic reactions to GM foods *Some people have had allergic reactions to GM foods * 24%24%

GM crops only approved for animal consumption have GM crops only approved for animal consumption have accidentally been included in human food accidentally been included in human food

26%26%

Some African nations have refused to accept imports of GM Some African nations have refused to accept imports of GM grain from the United Statesgrain from the United States

26%26%

There have been demonstrations against GM food in many There have been demonstrations against GM food in many European countriesEuropean countries

36%36%

* Not true.

News Story RecognitionNews Story Recognition

Heard of itHeard of it(N=600)(N=600)

BelievableBelievable(N=600)(N=600)

Pollen from GM corn was shown to kill butterfly larva in a Pollen from GM corn was shown to kill butterfly larva in a laboratorylaboratory

8%8% 62%62%

GM crops have been detected in countries where it is GM crops have been detected in countries where it is not legal to plant themnot legal to plant them

16%16% 80%80%

A large fast-food company used chickens so altered by A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ genetic modification that they can’t be called ‘chicken’ anymore *anymore *

18%18% 56%56%

Some people have had allergic reactions to GM foods *Some people have had allergic reactions to GM foods * 24%24% 87%87%

GM crops only approved for animal consumption have GM crops only approved for animal consumption have accidentally been included in human food accidentally been included in human food

26%26% 81%81%

Some African nations have refused to accept imports of Some African nations have refused to accept imports of GM grain from the United StatesGM grain from the United States

26%26% 77%77%

There have been demonstrations against GM food in There have been demonstrations against GM food in many European countriesmany European countries

36%36% 84%84%

* Not true

ConclusionsConclusions

• Americans remain unaware and not Americans remain unaware and not very knowledgeable about GM foodsvery knowledgeable about GM foods

• Most still unsure about how they feelMost still unsure about how they feel

• But, they report interest in the topicBut, they report interest in the topic


• Because most American’s have not made up Because most American’s have not made up their minds, their opinions are:their minds, their opinions are:– Often equivocalOften equivocal– Highly malleableHighly malleable– Sensitive to:Sensitive to:

• Question wordingQuestion wording• What the technology is called (GM, GE, Biotechnology)What the technology is called (GM, GE, Biotechnology)• The organisms involvedThe organisms involved• The intended purpose of the productThe intended purpose of the product• Descriptions of potential benefits or risksDescriptions of potential benefits or risks


• This is both good and bad newsThis is both good and bad news– There is still an opportunity to have a There is still an opportunity to have a

dialoguedialogue– BUT, uncrystallized opinions are open to BUT, uncrystallized opinions are open to

manipulationmanipulation– Most have little ability to separate fact from Most have little ability to separate fact from

fictionfiction

A Common MistakeA Common Mistake

• Using an expert model of what people Using an expert model of what people needneed to know as a starting point to know as a starting point– People are less willing to be “educated” People are less willing to be “educated”

than they are to have their questions than they are to have their questions answeredanswered

Limited Success of Education about Limited Success of Education about ‘the Science’‘the Science’

• Efforts to educate about the ‘science’ behind Efforts to educate about the ‘science’ behind many of these technologies have had limited many of these technologies have had limited success because they overestimate:success because they overestimate:– The level of public understanding of the basic The level of public understanding of the basic

science science – The level of interest most laypeople have in the The level of interest most laypeople have in the

scientific scientific detailsdetails that underlie most emerging that underlie most emerging technologiestechnologies

– Their willingness to sit still for discourses about Their willingness to sit still for discourses about such minutia such minutia

What Do People Want to Know?What Do People Want to Know?

• Who is creating biotech products?Who is creating biotech products?– Do they really fit the stereotypes of “mad Do they really fit the stereotypes of “mad

scientists?”scientists?”– Do we share the same values?Do we share the same values?

• Why is this biotech product a good Why is this biotech product a good thing?thing?– Does it solve a problem?Does it solve a problem?– What’s wrong with what we’ve got?What’s wrong with what we’ve got?– What organisms were involved?What organisms were involved?


• Who’s making sure this is a good thing?Who’s making sure this is a good thing?– Can I trust them to look out for the Can I trust them to look out for the

common good?common good?– Would they make the same decision I Would they make the same decision I

would?would?– Do I need to be my own advocate?Do I need to be my own advocate?– Who’s watching the watchers?Who’s watching the watchers?


• What’s the potential downside?What’s the potential downside?– What are the possible negative What are the possible negative

consequences?consequences?– How likely are these consequences?How likely are these consequences?– Would I be affected?Would I be affected?– Are the consequences permanent?Are the consequences permanent?– Who would be responsible for these Who would be responsible for these

consequences?consequences?


• Interestingly, few people want detailed Interestingly, few people want detailed information about information about howhow the crop was the crop was producedproduced

Can The Public Reach The Right Can The Public Reach The Right Decision?Decision?

• YesYes– But it depends on what your definition of But it depends on what your definition of

“right”“right”– Public perceptions are unlikely to match Public perceptions are unlikely to match

expert perceptions of GM cropsexpert perceptions of GM crops

Can the Public Reach the Right Can the Public Reach the Right Decision?Decision?

• We tend to believe that:We tend to believe that:– others share our values others share our values – know many of the same things we doknow many of the same things we do– are naturally interested in the same things are naturally interested in the same things

we arewe are

• We generally overestimate how We generally overestimate how representative our knowledge and representative our knowledge and opinions areopinions are


• We also tend to believe that given the We also tend to believe that given the same set of facts, others would come to same set of facts, others would come to the same set of conclusions the same set of conclusions – This belief is strongly held by scientistsThis belief is strongly held by scientists– This belief is also socially reinforcedThis belief is also socially reinforced

• We tend to choose friends and colleagues with We tend to choose friends and colleagues with similar values and interests who similar values and interests who dodo think much think much the same way we do the same way we do

– In part, this is why we enjoy our associations with themIn part, this is why we enjoy our associations with them


• The result is that we tend to think that everyone The result is that we tend to think that everyone does (or should) think the same way we dodoes (or should) think the same way we do

• When we find out that everyone When we find out that everyone does notdoes not think think like we do, the natural tendency is to question like we do, the natural tendency is to question the competency or motives of those who do not the competency or motives of those who do not agree with us agree with us

• As a result, it is easy for those who work with As a result, it is easy for those who work with biotechnology to conclude that when it comes to biotechnology to conclude that when it comes to perceptions of biotechnology, the public is perceptions of biotechnology, the public is inconsistent and “irrational”inconsistent and “irrational”

Is The Public Irrational?Is The Public Irrational?

• But, the public is But, the public is notnot irrational irrational• Irrationality implies that the public Irrationality implies that the public cannotcannot

make decisions about the acceptability of make decisions about the acceptability of biotechnologybiotechnology

• What most surveys suggest is that much of What most surveys suggest is that much of the public the public has nothas not made decisions about the made decisions about the acceptability of biotechnologyacceptability of biotechnology– It simply has not been very high on their agenda It simply has not been very high on their agenda

of things to think aboutof things to think about

Dangers in Believing the Public Dangers in Believing the Public Is IrrationalIs Irrational

• There are several real dangers in believing There are several real dangers in believing that the public is irrational when it comes to that the public is irrational when it comes to making decisions about biotechnology.making decisions about biotechnology.– The first is concluding that since the public is The first is concluding that since the public is

irrational, efforts to provide information and irrational, efforts to provide information and education are a waste of time and money.education are a waste of time and money.

– The second is concluding that since the public is The second is concluding that since the public is irrational they cannot make “good” decisions irrational they cannot make “good” decisions about biotechnology.about biotechnology.

• As such, those who As such, those who areare rational (the experts) should rational (the experts) should make decisions that are “good for the public.”make decisions that are “good for the public.”

Dangers in Believing the Public Dangers in Believing the Public Is IrrationalIs Irrational

– These conclusions are dangerous.These conclusions are dangerous.• The first nearly ensures that the public will not The first nearly ensures that the public will not

have the tools needed to make informed have the tools needed to make informed decisions.decisions.

• The second nearly ensures that the public will The second nearly ensures that the public will become angry that decisions about the become angry that decisions about the acceptability of a perceived risk are being acceptability of a perceived risk are being made for them.made for them.

For More Information:For More Information:

William K. Hallman, PhDWilliam K. Hallman, PhDDirectorDirectorFood Policy InstituteFood Policy InstituteCook CollegeCook CollegeRutgers UniversityRutgers UniversityNew Brunswick, NJ 08901-8520New Brunswick, NJ 08901-8520(732) 932-1966 x 3103(732) 932-1966 x [email protected]@aesop.rutgers.eduwww.foodpolicyinstitute.orgwww.foodpolicyinstitute.org

public perceptions of genetically modified foods: americans know not what they eat william k....

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