what risks that gm foods offer to the consumers
Genetically modified (GM) foods for human consumption have long been a subject area of intense public argue, as well as academic inquiry.
Despite the lack of scientific evidence to suggest GM foods are less safe than conventional foods, previous studies have shown that consumers are reluctant to fully comprehend them and are wary about the technology that produces them.
In our upcoming article in the Periodical of Commercial Biotechnology, we show that consumers' attitudes toward GM foods, their willingness to purchase them and the cost they are willing to pay could exist significantly improved if GM products had a direct benefit to them personally.
Our findings at the University of Saskatchewan's Edwards School of Business accept the potential to change how agriculture biotechnology companies promote their products —while also creating significant value.
Particularly, nosotros establish that consumers are willing to accept and pay premiums for GM foods that take value that'southward personally relevant to them.
In other words, changing the value proposition from industry-centric to consumer-centric may help to mitigate the negatives associated with GM nutrient.
Food insecurity is critical
In 2009, the Food and Agriculture Organization of the United Nations identified global nutrient security as an increasingly disquisitional issue as the world population grows, and said that coming together the growing demand for nutrient will require agronomical biotechnology. Therefore it's necessary to build widespread consumer back up for GM foods.
Creating GM food with direct consumer benefits could play a pivotal role in gaining such support. Not only does promoting direct consumer benefits have the potential to change perceptions, as shown past our study's information, it may also be a profitable endeavour.
We surveyed 750 Canadian consumers on unlike ways of presenting GM foods.
The offset group of consumers saw ads for GM foods that promoted several industry-oriented benefits that might indirectly appeal to consumers, such as college yield, less pesticide usage and enhanced global food supply. These messages were like to those typically promoted past GM food proponents.
The second group of consumers saw ads focusing on directly consumer benefits, such as better taste and enhanced nutrition.
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The third group of consumers saw ads for GM foods that promoted both direct and indirect consumer benefits.
The result of the survey showed that, not surprisingly, the participants in the first grouping were less inclined to buy GM foods even at a price that was significantly lower than comparable not-GM foods.
The consumers who were accepting of GM foods appreciated that GM technology had positive benefits and was creating value. Notwithstanding, they believed that the engineering science has but benefited the industry, and demanded that a portion of the value is passed onto the consumers.
In contrast, the participants who were presented a value suggestion that directly benefited both the industry and consumers reported improve attitudes toward GM foods, expressed higher purchase intentions —and they were willing to pay a premium for such products.
Why consumers do, or don't, have GM foods
These findings suggest that how consumers appraise the value of GM foods to themselves personally, as opposed to solely how or why the food is made, is fundamental to consumers' attitudes, purchase intentions and willingness to pay.
Many previous studies have examined consumer perceptions of GM foods and explored why or why non consumers were reluctant to accept them.
A 2016 study conducted meta-analyses that reviewed hundreds of prior studies and how consumers' personal characteristics could influence their acceptance of GM food. Those factors included gender (men might be more than likely to take genetically modified foods than women), education, income (consumers with higher income might be less likely to have GM foods), prior noesis and family unit situations, etc.
In other words, the emphasis has been on figuring out how to change consumers so that they would accept GM foods.
But our inquiry points to the need for the GM industry to change how it's promoting the products, and to brainstorm producing foods that direct do good consumers. The agricultural biotechnology industry needs to place consumer interests at the middle of their focus, non only at the time of selling their products, merely also during the research and development processes.
Indeed, in a previous Academy of Saskatchewan study, we found that in Canada, consumer-oriented biotechnology companies generally outperform those that aren't consumer-oriented.
Healthier rice
The thought of a second generation of GM products — the kind that could hold existent appeal to consumers — is now gaining momentum.
Earlier this yr, the Canadian government approved the sale of a vitamin-fortified golden rice that contains higher levels of Vitamin A. It's potentially benign to those consumers who may suffer from Vitamin A deficiencies.
Yet, promoting directly consumer benefits is non a total panacea.
Even while successfully showing consumers how GM foods can do good them personally, in that location were still a substantial portion of the participants in our study (35 per cent to fifty per cent, depending on the products presented) who refuse to purchase GM foods no matter the price.
This indicates that consumer acceptance of GM foods is a complicated affair. There'southward nonetheless a long road alee to convince shoppers at the grocery stores to consider genetically modified foods as personally benign.
Source: https://theconversation.com/how-to-show-consumers-the-benefits-of-genetically-modified-foods-97890
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