Attitudes and intentions towards purchasing GM food

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Abstract

This study identifies the nature, strength and relative importance of influences on intentions to purchase genetically modified (GM) food. Drawing upon contemporary attitude–behaviour research, a model is developed of intention to purchase GM food. The model is a modification of the Theory of Planned Behaviour [I. Ajzen, The theory of planned behaviour, Organ. Behav. Hum. Dec. Processes 50 (1991) 179] with self-identity as an additional determinant of intention. Also included in the model are a number of factors hypothesised as having relationships with the determinant components of the model, including prior purchasing based on concern for the environment and concern for personal health. Survey questions were developed using focus groups. The postal survey (N=266) was undertaken in Canterbury, New Zealand. Key findings were that self-identity, attitude, subjective norm and perceived behavioural control were all significant in determining intention. In addition, these determinants were distinguished in terms of their relationships with age, gender, prior behaviour, and the believability of statements by companies engaged in GM food production. Changes in intention given the nature of its determinants are discussed. These hinge upon changes in altruistic concerns related to GM food production and consideration is given to tactics of proponents and opponents of the technology and implications for government policy.

Introduction

Public attitudes towards genetically modified (GM) food in New Zealand have, in comparison with other countries, been found to be reasonably benign (Macer, 1998). More recently, however, public awareness has likely been raised due to an increase in media reports and Government moves to regulate the sale of GM food. The ensuing public debate between proponents and opponents of GM food has featured ethical, environmental and public health issues. National surveys have also found these issues to be of public concern (Couchman & Fink-Jensen, 1990; Fitzgerald, Saunders, & Wilkinson, 1996; Macer, 1994, Macer, 1998). These surveys have measured public opinion, however, little is known about relationships between people’s concerns and their effect on decisions to purchase GM food. Recent attitude–behaviour studies conducted in New Zealand have ventured to explain consumer attitudes and consumer purchase decisions with regard to GM food (Cook, Fairweather, & Campbell, 2000; Gamble, Muggleston, Hedderly, Parminter, & Richardson-Harman, 2000). Following the recommendations of Bredahl, Grunet, and Frewer (1998), similar modelling has been undertaken in Europe (Bredahl, 2000).

This study is structured using an adaptation of the Theory of Planned Behaviour (TPB; Ajzen, 1991). The TPB is designed for the prediction and understanding of human behaviour and focuses on explaining intentions for behaviours that may be subject to a degree of personal control. Relevant examples of TPB studies include the purchase of organic food (Sparks & Shepherd, 1992), newspaper recycling (Boldero, 1995; Cheung, Chan, & Wong, 1999), home composting (Taylor & Todd, 1995) and expectations regarding the acceptability of using genetic engineering in food production (Sparks, Shepherd, & Frewer, 1995).

Section snippets

Theoretical framework

The TPB builds upon the more popular Theory of Reasoned Action (TRA; Ajzen & Fishbein, 1980). The TRA assumes that attitude towards performing a behaviour, coupled with motivations to comply with perceived social pressures from people whose opinion is important to the individual, termed the subjective norm (SN), are the sole determinants of behavioural intention. The TPB utilises these determinants with the addition of a further determinant, perceived behavioural control (PBC). Each of the

Focus groups

Three focus groups were undertaken to develop survey questions. The focus groups were conducted using a general plan of inquiry, with discussion facilitated around reasons for participants’ intentions and attitudes. The plan sought to avoid prefiguring responses, with no specific sets of questions asked in any particular order. Overall, eight men and 18 women participated in the groups making a total of 26 participants. The age of participants ranged from early twenties to late sixties.

Response rate and representativeness of the sample

Within five weeks 289 questionnaires were returned. Twelve questionnaires were returned undelivered and 23 were not used because they were incomplete. The remaining 266 questionnaires (22.39% of those delivered) were coded for analysis. To establish the representativeness of the survey sample, demographic information from the questionnaire was compared with census information of the population of Canterbury. Chi square tests for representativeness found significant differences (p<0.001) between

Discussion and conclusion

The results reveal that intentions regarding the purchase of GM food were positively influenced by self-identity, attitude, SN and PBC. The inclusion of self-identity added to predictive power and produced a model of better fit than the TRA or the TPB, with a positive change in self-identity having a positive influence on intention second only to a change of the same magnitude in attitude. Associations with sub-components provide further understanding of self-identity. Older people and males

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