| This paper reports on a sample of consumers' voluntary search for information on genetically modified (GM) foods. In the course of a computer-based survey on consumer choices of bread, some 445 respondents are randomly assigned to different information scenarios, which involve voluntary access to information (this is accessed through a "mouse click"). The "mouse click" data show that slightly less than 50% of the respondents actually sought the information made available on GM technology and related issues, while the remainder did not.; The economic benefit-cost structure is adopted as the theoretical basis for our study. As well non-economic factors are introduced as constructs that may influence information search. The findings of this study should contribute to a better understanding of why some people search for information on GM food and provide information that may aid understanding of effective risk communication to consumers and public policy makers. |
