Social Stigma and Consumer Benefits: Trade-Offs in Adoption of Genetically Modified Foods

This source preferred by Tim Breitbarth

Authors: Mather, D.W., Knight, J.G., Insch, A., Holdsworth, D.K., Ermen, D.F. and Breitbarth, T.

http://scx.sagepub.com/content/early/2011/11/28/1075547011428183

Journal: Science Communication

Volume: 34

Issue: 4

Pages: 487-519

DOI: 10.1177/1075547011428183

Attitudes toward genetically modified (GM) foods have been extensively studied, but there are very few studies of actual consumer purchasing behavior regarding GM foods offering a consumer benefit. Using a field choice-modeling experiment, the authors investigate the trade-off between price and social desirability in consumer choices with regard to conven- tional, organic, and GM fruit. What consumers say they will choose in a survey and what they actually choose in a real-purchase situation may differ substantially when their decision is framed by a socially charged issue such as genetic modification. The results are analyzed in relation to established principles of diffusion of innovation.

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Authors: Mather, D.W., Knight, J.G., Insch, A., Holdsworth, D.K., Ermen, D.F. and Breitbarth, T.

Journal: Science Communication

Volume: 34

Issue: 4

Pages: 487-519

eISSN: 1552-8545

ISSN: 1075-5470

DOI: 10.1177/1075547011428183

Attitudes toward genetically modified (GM) foods have been extensively studied, but there are very few studies of actual consumer purchasing behavior regarding GM foods offering a consumer benefit. Using a field choice-modeling experiment, the authors investigate the trade-off between price and social desirability in consumer choices with regard to conventional, organic, and GM fruit. What consumers say they will choose in a survey and what they actually choose in a real-purchase situation may differ substantially when their decision is framed by a socially charged issue such as genetic modification. The results are analyzed in relation to established principles of diffusion of innovation. © 2012 SAGE Publications.

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