Premium
Labeling of Genetically Modified Food Products and Consumer Behavior
Author(s) -
Wunderlich Shahla M,
Gatto Kelsey A,
Vecchione Melissa
Publication year - 2016
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.30.1_supplement.1151.11
Subject(s) - purchasing , business , marketing , feeling , service (business) , order (exchange) , demographics , advertising , food labeling , food products , product (mathematics) , psychology , food science , social psychology , chemistry , demography , geometry , mathematics , finance , sociology
Consumers rely on food labels to obtain information about food products beyond sensory characteristics and price, such as nutritional information, ingredient lists, allergen warnings, use of organic production, and most recently the exclusion of Genetically Modified Organisms (GMOs). Consumers desire labeling of modified foods in order to make informed decisions while purchasing food. Surveys were administered to adult consumers and supermarket representatives in northern New Jersey to assess their knowledge of GM‐containing foods, awareness of labeling, and the impact of labeling on purchasing behavior. In the survey of customer service representatives (n=17), the majority of supermarket employees believed that the presence of non‐GMO labeling influenced consumer behavior in some way, with 52.9% reporting that it impacted all consumers, 17.6% asserting that it mattered to those who were knowledgeable and interested in food without genetic modification, and only 5.9% feeling that their clientele would not be interested because of its demographics. Service representatives may not be reliable resources for those interested in purchasing non‐GMO foods, as only 35.3% of respondents had noticed non‐GMO labeling themselves. With regard to consumer inquiries about GMOs, several consumer service representatives indicated that “consumers have never asked about GMOs.” However, some respondents also believe that “non‐GMO labels would influence consumer purchases for the organic and healthy eating customers” and for consumers who “read labels and want to know what they are eating.” This dichotomy is interesting because even though the customer service representatives indicated that consumers haven't asked about GMO and non‐GMO products, service representatives still believe that some consumers will alter their purchasing habits based on the presence of a non‐GMO label. A survey of adult consumers (n=331), however, found only a moderate correlation between knowledge and purchasing behavior regarding non‐GMO foods (Pearson's r=0.593, p<0.001). There was a stronger correlation between attitude and purchasing behavior (Pearson's r=0.701, p<0.001), indicating that attitude towards products may predict purchasing more than pure knowledge of genetic modification. Labeling of GMO‐containing products is done on an entirely voluntary basis in the United States, leading to absent or inconsistent package labels provided by third‐party examiners such as the Non‐GMO Project. Labeling of organic products, which are inherently non‐GMO, is strictly regulated by the United States government and utilizes a standardized “Certified Organic” seal for identification. Support or Funding Information Supported by the Montclair State University Faculty Scholarship Program.