To buy or not to buy: Impact of labeling on purchasing intentions of genetically modified foods

This study conducted a partial test of the Theory of Planned Behavior [Ajzen , I., 1985. From intentions to action: a theory of planned behavior. In: Kuhl, J., Beckmenn, J. (Eds.), Action Control: From Cognition to Behavior. Springer, New York, pp. 11–39; Ajzen, I., 1989. Attitude structure and behavior. In: Breckler, S.J., Greenwald, A.G. (Eds.), Attitude Structure and Function. Lawrence Erlbaum, Springer, Hillsdale, NJ, New York, pp. 241–274; Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes 50, 179–211] by assessing an individual's attitude toward labeling of genetically modified (GM) foods on the individual's purchasing intentions. Data collected from 16,078 participants across 15 European Union member countries from the EUROBAROMETER 53 were examined. Using Univariate ANOVA, the results indicate that: (1) many (roughly 73% of the sample) of the individuals residing in the 15 European countries are less likely to purchase a food product with a label indicating the existence of a GM ingredient; (2) women were less likely to purchase the GM product than men; and (3) those individuals who are more likely to purchase a GM food believed it is unnecessary to include complete information pertaining to the use of GM organisms in the production of food products. Specifically, individuals were significantly more likely to purchase the product if they stated that (a) it is unnecessary to show information on a label pertaining to the use of GM organisms in the production of the food product, even if those GM organisms are present in some of the ingredients; (b) it is unnecessary to include information regarding the use of GM organisms in the product on a label if the GM organisms are present in the end product; and (c) the information regarding the use of a GM organism does not have to be clear. Future directions regarding research on GM foods are presented.