Consumer acceptance of genetically modified foods in New Zealand

The introduction of genetically modified foods (GMF) in consumer markets worldwide is currently a hot topic for debate. Media hype and the strong position against GMF by activist groups have contributed to the negative image of GMF, often labelled as “Frankenstein” foods. Given this negative image, the purpose of this study is to find out if consumers display more positive perceptions about GMF if positive trade‐offs are made more salient in the purchase decision process. This study examined the impact of additional product benefits on consumer attitudes towards GMF. A sample of 120 consumers was randomly assigned to a (2*2) factorial design manipulating two levels of genetic modification and two levels of additional product benefits. Results indicate that genetic modification in food products has a negative impact on attitudes. More importantly, the presence of additional product benefits resulting from GMF was not enough to offset this negative view. Reasons for such results are discussed, conclusions for the industry and regulatory bodies drawn and implications for future research given.