Consumer beliefs and attitude towards genetically modified food: Basis for segmentation and implications for communication

Abstract

Abstract Results from a consumer survey comprising 400 face‐to‐face interviews with Flemish consumers (Belgium), which was conducted in the summer of 2000, reveal four consumer segments based on beliefs and attitude towards genetically modified (GM) food, namely: the Halfhearted, the Green Opponents, the Balancers, and the Enthusiasts. While 23.5% of the respondents have positive attitudes (the Enthusiasts) towards GM food, 15.5% are reluctant (the Green Opponents). The other 61.0% of the respondents have rather neutral (the Balancers) to slightly negative (the Halfhearted) attitudes towards GM food. Each of these identified segments can be further profiled in terms of socio‐economic and demographic characteristics, knowledge, general attitudes including trust, information needs, consulted and trusted information sources and channels, and purchase intentions. These insights will provide the necessary input for the development of an effective segmented communication strategy. [EconLit citations: Q130, Q160, Q180.] © 2003 Wiley Periodicals, Inc. Agribusiness 19: 91–113, 2003.