Understanding the determinants of and male/female differences in consumer attitudes towards genetically engineered salmon

Foods containing genetically engineered (GE) ingredients account for over 70% of the processed foods on the US market. Consumer attitudes towards GE foods will determine the future use and expansion of this technology. However, consumer reactions towards these products seem application-dependent. It is, therefore, critical to understand consumer reactions on a case-by-case basis. As GE salmon is the first animal application reviewed by FDA, this application was used as a case study. The aim of our research was to understand the determinants of consumer attitudes towards introducing GE salmon into the US food supply, to explore male/female differences in these attitudes and to test two plausible hypotheses (safety concern and institutional trust) to elucidate this sex difference. To accomplish these, a series (n=12) focus groups were firstly used to explore participants perceived consequences of and concerns about approval of GE salmon, to examine the level of information needed that would help participants reach an informed opinion, and to observe male/female differences. Then, two pieces of introductory information varying in formats (perspectives vs. consequences) were developed to address the needs voiced in the focus groups. We tested and selected the consequence information for further use as it was likely to motivate the readers to scrutinize the content, achieve significant knowledge gain, and help the readers achieve greater confidence in understanding the issues surrounding the introduction of GE salmon into the food system.;In the final step, a questionnaire was developed based on the consequences and concerns identified. A survey of 501 individuals was conducted in Pennsylvania. An attitude model (R2∼0.8) was developed based on two sub-samples using structural equation modeling. The model indicated that positive attitudes towards GE salmon could be promoted by trust in government agencies and industry organizations, higher level of knowledge, and perceived health benefits; and dampened by perceived environmental risks, concerns about unknown effects, ethical issues, and lack of choice. Men and women's scores on a knowledge quiz did not differ but women had significantly more negative attitude towards 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 compare to men---supporting both the safety concern and institutional trust hypothesis. But the essential basis of this attitudinal male/female difference appeared to be women's higher concern about the unknown effects and ethical issues of this application.;The results have implications for developers and regulators of GE foods. First, our results indicated that it is still important to inform US consumers of all potential consequences of GE salmon and GE foods. Second, to reduce consumer concerns about GE salmon or GE foods, consumer trust in government agencies, industry and scientific organizations needs to increase, and consumer perceptions of health risks and of negative environmental consequences have to decrease. Third, consequences appeared to be a better format to present information to the public compared to perspectives.