Consumer Attitudes and Decision-Making With Regard to Genetically Engineered Food Products – A Review of the Literature and a Presentation of Models for Future Research

Few studies have to date explained consumer attitudes and purchase decisions with regard to genetically engineered food products. However, the increased marketing of genetically engineered food products and the considerable concern that consumers seem to express with regard to the technology call for the development of a theoretical basis for research into these issues. The aim of this article is to present three models which the authors have developed to explain consumer attitudes, buying behaviour, and attitude change with regard to genetically engineered food products. All three models build on established consumer behaviour theory and on existing and comparable research in the field. Consumer attitudes toward genetic engineering in food products are explained in an attitude model that builds on Fishbein's multiattribute attitude model but deviates from Fishbein's model in a number of ways. Consumer buying behaviour with regard to specific genetically engineered food products is explained in a behavioural intention model which uses Ajzen's Theory of planned Behavior as its point of departure. How consumers' attitudes towards genetically engineered food products are affected by various information strategies, finally, is explained in an attitude change model which integrates aspects of the Elaboration Likelihood Model and Social Judgment Theory. The model specifically takes into account the impact of source credibility and various informational factors, such as persuasive content of the information provided, on attitudes.