Consumer attitudes toward genetically modified food in the United States: Are Millennials different?

ABSTRACT

Our study adds to the extant literature by focusing on Millennials, exploring possible generational shift that may have taken place in attitudes related to and consumption of such products. Results suggest that Millennials respond similarly as non-Millennials across several factors that shape consumers’ views and behaviors toward genetically modified technology and products. Millennials who are more educated and knowledgeable about biotechnology, though, are more willing to purchase GM foods. They perceive less risk and have fewer safety concerns compared to non-Millennials. Furthermore, male Millennials are more willing to purchase GM products and are more supportive of encouraging GM technology compared to female Millennials.

KEYWORDS:

• Consumer attitudes toward GM technology
• genetically modified foods
• Millennials
• purchase intention
• risk and benefits of GM foods

Additional information

Notes on contributors

Bülent Öz

Bülent Öz is an Associate Professor of Quantitative Methods at the Faculty of Economics and Administrative Science at Osmaniye Korkut Ata University in Turkey. He teaches both introductory and advanced statistics courses at graduate and undergraduate levels. His research interests are mostly in the application of multivariate statistical methods to business and social problems.

Fahri Unsal

Fahri Unsal received his doctorate from Cornell University in 1979. He is currently a professor of Marketing at Ithaca College teaching International Marketing, Marketing Analytics, and Principles of Marketing. His research interests include issues regarding genetically modified products, the role of technology in education and sponsorships in marketing, among others. He has presented and published in a wide number of venues.

Hormoz Movassaghi

Hormoz Movassaghi is a Professor of Finance and International Business. He received his MBA and Ph.D. in International Business from University of Wisconsin-Madison. He teaches a variety of undergraduate and MBA courses in international business as well as undergraduate courses in corporate finance, financial markets & institutions, and personal financial planning. His recent scholarship has focused on the intersection of sustainability and financial performance of global companies as well as socially responsible investing.