The purpose of this study was to better understand where and how Tennessee consumers receive information about genetically modified (GM) products by examining the use of informational channels and sources among consumers with negative-leaning, neutral, and positive-leaning perceptions of GM products. Twenty percent of respondents were categorized as having negative-leaning perceptions, roughly two-thirds held neutral perceptions, and only 10% of respondents had positive-leaning perceptions. The use of information channels was similar across all perception groups, with websites, word-of-mouth communication, television, and social media as the primary channels used. However, respondents with negative GM perceptions primarily used food bloggers, family, and friends as informational sources, while those with positive-leaning perceptions used food scientists, USDA professionals, and agricultural producers. The findings of this study offer implications for a variety of audiences and communication goals, whether such goals be to market to an existing consumer base or develop an educational campaign to address misconceptions among consumer groups.
The purpose of this study was to examine [State] consumers’ perceptions related to GM products, and how those perceptions and preferences differ based on consumers’ characteristics. Survey respondents held overall neutral but slightly negative perceptions of GM products. While they agreed GM products can help increase food production, they also expressed perceptions that GM products can cause illnesses such as cancer, autism, allergies, and gluten intolerance. Respondents also expressed beliefs that GM products are not good for the environment. Participants in the middle-income bracket had more positive perceptions of GM products than those in the lower and higher brackets. Respondents who always did the majority of the grocery shopping also had significantly more positive perceptions of organic products than respondents who were responsible for the majority of the grocery shopping about half the time. For industry practitioners, there should be targeted and simplified messaging to reduce the information load. Specifically, research suggests GM messaging that emphasizes subjective norms, utilizes infographics, is congruent with consumer values, and highlights GM benefits rather than risks. Information campaigns utilizing targeted audience segmentation, namely income and grocery shopping responsibility, are also a viable solution to increase consumer GM product perceptions.
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