Factors explaining male/female differences in attitudes and purchase intention toward genetically engineered salmon

Frequently observed male/female differences in attitudes toward genetically engineered (GE) foods have not received adequate explanations. We examined (a) the ability of two hypotheses (safety concern and institutional trust) to explain male/female attitudes toward GE salmon and (b) the effect of attitudes on male/female differences in purchase intent. A survey ( n  = 501) was administered in two branches of a regional supermarket chain. After reading an information booklet, men and women's scores on a knowledge quiz did not differ but women had significantly more negative attitudes toward GE salmon than men. Attitudinal male/female differences were attributed to women's lower trust in government agencies and scientific organizations, and higher level of perceived health risks compared to men – supporting both hypotheses. But the essential basis of these attitudinal male/female differences appeared to be women's greater concern about the ethics/morality of this application. Attitude differences were the major contributor to male/female differences in purchase intention. Copyright © 2008 John Wiley & Sons, Ltd.