The effect of information regarding multi-attributes on consumers' choices of GM products

Abstract

Previous research has found that presenting consumers with information regarding multi-attributes of a product tends to reduce the product's overall evaluation relative to a situation wherein only one attribute is presented. We find that the same phenomenon also holds for consumers' perceptions regarding attributes associated with genetically modified (GM) products. When given information on health (nutrients) and water use of certain crops, consumers reduce their quality perceptions compared to the situation wherein they are given only health or only water use information. In addition to replicating the findings on this phenomenon in another product category -that of GM products -we extend the theory by showing that multi-attribute information results in lower perceptions of attributes in addition to deflated total evaluation. This finding provides another explanation of consumers' resistance to GM products beyond risk and negative predisposition. Our findings can be used to guide policy makers in designing educational campaigns.

Is biotechnology (more) acceptable when it enables a reduction in phytosanitary treatments? A European comparison of the acceptability of transgenesis and cisgenesis

“…Being interested in the environment can lead to perceiving certain genetic manipulation techniques, as long as they are presented as an extension of more traditional methods, as relatively acceptable. Consumers often mention the reduction of phytosanitary treatment as the main reason that could lead them to accept to accepting GM foods [ 2 , 3 , 4 , 5 , 6 ], even if its importance can be controversial [ 39 ]. Studying the acceptability of GM Tomatoes in USA, Loureiro & Bugbee [ 3 ] find that consumers are willing to pay the highest premium for the ‘‘enhanced flavor” attribute, followed by both the ‘‘enhanced nutritional value” and ‘‘pesticide reduction” attributes.…”

“…Different studies underline that consumers are concerned by the pollution caused by the spread of pesticide residues into the environment. Heiman [ 6 ] argues that information on reduced pesticide use in GM crops primes at least two attributes simultaneously—health, and contribution (damage) to the environment. Consumers with a greater interest in science (or training in these areas) generally show accept biotechnologies more readily [ 35 , 41 , 42 ].…”

“…The European controversy on the acceptability of biotechnologies and notably their use in food has been developing since the 1990s [ 1 ]. The aspect of reducing phytosanitary treatment is often brought up by European consumers as the main reason that could lead to an acceptation of GM (genetically modified) foods as shown by different studies [ 2 , 3 , 4 , 5 , 6 ]. At the same time, an international team [ 7 ] has recently fully decoded the apple tree genome ( Malus domestica L. Borkh) creating future possibilities for more advanced genetic engineering applications, notably for the development of new apple varieties using cisgenesis (intra-species gene transfer).…”

Messages promoting genetic modification of crops in the context of climate change: Evidence for psychological reactance

“…Communicating the benefits of GM had little influence on consumers' attitudes (e.g., Frewer et al, 2003;. In addition, mentioning multiple benefits of GM crops (e.g., health and environmental benefits) actually negatively influenced consumers' quality evaluation of the crops as compared to when only one of the benefits was conveyed (Heiman, 2014). In contrast, risk information about GM had a much stronger and more long-lasting effect on individuals' attitudes toward GM than benefit information (Zhu & Xie, 2015).…”

The impacts and acceptance of agricultural biotechnology: an introduction to the special issue

“…Attitudes towards GM products also vary based on information provided about the products as well as the product traits. The paper by Heiman (2014) integrates new findings in behavioral economics and marketing to conduct a survey in Israel analyzing the role of information in consumers’ attitudes towards GM products. His analysis confirms that consumers’ attitudes towards GM products are burdened by information complexity and perceived risks.…”