Saving Citrus: Does the Next Generation see GM Science as a Solution?

Abstract

Citrus is one of Florida's most prominent commodities, providing 66% of the total United States' value for oranges. Florida's citrus production decreased 21% in 2014 from the previous season, partly due to the disease citrus greening. The science of genetic modification (GM) is one of the most promising solutions to the problem. However, a majority of American adults believe foods produced using GM science are unsafe for consumption. This study investigated the diffusion of GM science among Millennial students in a College of Agriculture at a land-grant university and their intent to consume citrus from a tree developed with GM science. An online survey collected data about Rogers' diffusion of innovation model characteristics and intent to consume GM citrus from 98 respondents. Relative advantage and compatibility of GM science were rated most favorably; observability was rated the lowest. The majority of respondents were likely or extremely likely to consume fruit or juice from GM trees. Compatibility was the only significant predictor of likelihood to consume GM citrus. A better demonstration of GM science's relative advantage, compatability, trialability, complexity and observability through formal education is needed to improve GM science adoption by Millennials.

Conversing about Citrus Greening: Extension's Role in Educating about Genetic Modification Science as a Solution

“…This difference could be due to different values between college students and the general public. In addition, regional location was included in the analysis and may be accounting for variance in the model that was not accounted for in the study conducted by Rumble et al (2016). Positive perceptions of relative advantage increased the odds of consumption by more than three, making it the strongest predictor, which was consistent with previous literature (Klerk & Sweeney, 2007).…”

“…Additionally, observability and trialability have been difficult for consumers to identify (Wieck & Walchi, 2002), which may explain the neutral perceptions. Similar to what was found by Rumble et al (2016) respondents did positively perceive the relative advantage of GM science in the South, Northeast, and Midwest, but Western region respondents were neutral about the advantages. Based on Rogers (2003) description of the diffusion characteristics, the idea of GM science has likely diffused throughout the public more so in the South, Northeast, and Midwest compared to the West.…”

“…The researchers concluded that for perceptions of relative advantage to increase, consumers would have to possess more positive attitudes toward the innovations than they did at the time. Rumble et al (2016) looked specifically at the diffusion of GM science to combat citrus greening amongst undergraduate students in a citrus growing state. Relative advantage was the only diffusion characteristic viewed positively by the students; however, compatibility was the only characteristic predictive of students' likelihood of consuming GM citrus.…”

“…Relative advantage was the only diffusion characteristic viewed positively by the students; however, compatibility was the only characteristic predictive of students' likelihood of consuming GM citrus. Rumble et al (2016) suggested research should be conducted on consumers nationwide to determine if the millennial generation differs in their attitudes toward GM science and purchasing behavior when compared to the average consumer.…”

A Model for Understanding Decision-Making Related to Agriculture and Natural Resource Science and Technology

“…Researchers have used diffusion of innovations to develop a greater understanding of the adoption of agricultural science practices and technologies amongst stakeholders (Diker, Walters, Cunningham, & Baker, 2011;Moore, Murphrey, Degenhart, Vestal, & Loux, 2012;Rumble et al, 2016;Weick & Walchi, 2002). Weick and Walchi (2002) specifically explored the influence of diffusion attributes on consumers' adoption of GM food.…”