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Title: Investigating Factors Influencing Consumer Willingness to Buy GM Food and Nano-food
Authors: Yue, Chengyan
Zhao, Shuoli
Cummings, Christopher
Kuzma, Jennifer
Keywords: DRNTU::Social sciences::Communication::Promotional communication
DRNTU::Business::Advertising::Consumer education
Issue Date: 2015
Source: Yue, C., Zhao, S., Cummings, C., & Kuzma, J. (2015). Investigating factors influencing consumer willingness to buy GM food and nano-food. Journal of Nanoparticle Research, 17(283).
Series/Report no.: Journal of Nanoparticle Research
Abstract: Emerging technologies applied to food products often evoke controversy about their safety and whether to label foods resulting from their use. As such, it is important to understand the factors that influence consumer desires for labeling and their willingness-to-buy (WTB) these food products. Using data from a national survey with US consumers, this study employs structural equation modeling to explore relationships between potential influences such as trust in government to manage technologies, views on restrictive government policies, perceptions about risks and benefits, and preferences for labeling on consumer’s WTB genetically modified (GM) and nano-food products. Some interesting similarities and differences between GM- and nano-food emerged. For both technologies, trust in governing agencies to manage technologies did not influence labeling preferences, but it did influence attitudes about the food technologies themselves. Attitudes toward the two technologies, as measured by risk–benefit comparisons and comfort with consumption, also greatly influenced views of government restrictive policies, labeling preferences, and WTB GM or nano-food products. For differences, labeling preferences were found to influence WTB nano-foods, but not WTB GM foods. Gender and religiosity also had varying effects on WTB and labeling preferences: while gender and religiosity influenced labeling preferences and WTB for GM foods, they did not have a significant influence for nano-foods. We propose some reasons for these differences, such as greater media attention and other heuristics such as value-based concerns about “modifying life” with GM foods. The results of this study can help to inform policies and communication about the application of these new technologies in food products.
DOI: 10.1007/s11051-015-3084-4
Schools: Wee Kim Wee School of Communication and Information 
Organisations: Food Policy Research Center of the University of Minnesota
U.S. Department of Agriculture
Genetic Engineering and Society Center at North Carolina State University
Rights: © 2015 Springer Science+Business Media Dordrecht. This is the author created version of a work that has been peer reviewed and accepted for publication by Journal of Nanoparticle Research, Springer Science+Business Media Dordrecht. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
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