New Zealand Journal of Agricultural Research abstracts
Understanding public responses to genetic engineering through
exploring intentions to purchase a hypothetical functional food derived
from genetically modified dairy cattle
B. H. Small
T. G. Parminter
AgResearch Ltd
Private Bag 3123
Hamilton, New Zealand
M. W. Fisher
Kotare Bioethics Ltd
P.O. Box 2484
Stortford Lodge
Hastings, New Zealand
Abstract Understanding the likely market response
to the products of genetic engineering is crucial to their success.
Views of a random selection of the public were obtained for a
hypothetical milk product derived from cows genetically modified to
produce a compound giving consumers protection from gastroenteritis or
food poisoning. Approximately 55% of the sample (n = 1684) would
not have purchased the product, 20% would have, while a further 22%
were neutral. Intention to purchase was correlated with both an
individual’s General Attitude to Genetic Engineering (R = 0.78),
and their Product-specific Attitude (R = 0.83). The
Product-specific Attitude explained significantly greater variance in
Purchase Intention than General Attitude, indicating the value of
case-by-case assessment. The General Attitude scale was comprised of
Intrinsic Moral Values to Genetic Engineering, Outcome Beliefs
regarding the technology, Trust in Authorities, and Perception of
Social Norms constructs or subscales. These four constructs were
strongly correlated to Purchase Intention (R = 0.73, 0.70,
0.61, and 0.64, respectively). Exploring and addressing these aspects
may contribute to the development of publicly acceptable and
commercially successful genetic technologies.
Keywords genetic engineering; milk; public
attitudes; beliefs; morals; intentions
A04078; Received 14 July 2004; accepted 5 July 2005; Online
publication date 13 September 2005
New Zealand Journal of Agricultural Research, 2005, Vol. 48:
391–400
0028–8233/05/4804–0391 © The Royal Society of New Zealand 2005
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