Using Audience Segmentation to Determine Millennial Perceptions toward GM Foods

Burke, Katherine; Boman, Courtney D.; D'Angelo, Jeremy; Ellis, Jason D.

doi:10.4148/1051-0834.2342

Cited by 3 publications

(2 citation statements)

References 60 publications

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“…Lastly, audience segmentation can be a viable approach to enhancing consumers' GM product perceptions (Burke et al, 2020;Guenther et al, 2018;Silk et al, 2005). The results of the present study provide examples of audience characteristics, namely income and grocery shopping responsibility, that could be targeted by information campaigns.…”

Section: Conclusion Discussion and Recommendationsmentioning

confidence: 87%

GMO or GM No? Segmenting a consumer audience to examine their perceptions of genetically modified products

Rampold

Greig

Gibson³

et al. 2023

Adv Ag Dev

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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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Section: Conclusion Discussion and Recommendationsmentioning

confidence: 87%

GMO or GM No? Segmenting a consumer audience to examine their perceptions of genetically modified products

Rampold

Greig

Gibson³

et al. 2023

Adv Ag Dev

View full text Add to dashboard Cite

show abstract

“…While researchers may begin by analyzing demographics, they must subsequently identify and use additional variables in their analysis, such as barriers to food access or knowledge, to further segment and target specific audiences [22]. Therefore, audience segmentation strategies not only help create more effective messaging strategies; using audience segments identified through rigorous research help create audience profiles, such as personas, that can increase effective educational and communication outreach for organizations [36][37][38].…”

Section: Audience Segmentationmentioning

confidence: 99%

Improving Sustainable Food Access and Availability in Rural Communities: An Assessment of Needed Resources

et al. 2023

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(1) Background: Extension educators are uniquely positioned to assist with sustainable community-based food environment change, especially related to obesity prevention efforts, because they are located in almost every county in the U.S. Extension educators strive to build resilient communities by improving food access and bridging various actors involved in the food systems. Needs assessments of desired educational program resources by priority populations, such as those in rural areas, are needed to ensure effective food access and nutrition literacy programs are established based on clientele needs. (2) Methods: Using a non-probability opt-in survey, data were collected from 780 rural residents in a U.S. state facing challenges with obesity rates due to lack of access to healthy, nutritious food to identify barriers to accessing fresh produce and desired educational program resources. (3) Results: The need for socioeconomic and market-based solutions within the built environment indicated educators should increase partnerships with economic resource organizations to enhance community resilience related to food access. (4) Conclusions: An increased understanding can enhance the efficacy of the resources Extension educators offer, resulting in improved food access and security by directly addressing clientele’s demonstrated needs.

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Genetically Modified Food: Potentiality for Food and Nutritional Security in Saudi Arabia

Al-Mssallem,

Al-Khayri,

Almagthali

et al. 2024

Food and Nutrition Security in the Kingdom of Saudi Arabia, Vol. 2

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Using Audience Segmentation to Determine Millennial Perceptions toward GM Foods

Cited by 3 publications

References 60 publications

GMO or GM No? Segmenting a consumer audience to examine their perceptions of genetically modified products

GMO or GM No? Segmenting a consumer audience to examine their perceptions of genetically modified products

Improving Sustainable Food Access and Availability in Rural Communities: An Assessment of Needed Resources

Genetically Modified Food: Potentiality for Food and Nutritional Security in Saudi Arabia

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