title: Biotechnology: the healthy choice?
abstract: Production agriculture is rapidly adopting plant hybrids derived in part from methods of genetic modification (GM), or biotechnology. Consumers in the US are largely unaware of the prevalence of GM in the food chain, and food processors and regulators are uncertain as to how to communicate the benefits of GM to end users. Simultaneously, the nation is demanding healthier foods, one variety of which promises health benefits beyond basic nutrition, the class of which is often referred to as functional foods. This study reports the results of a state-wide survey of food shoppers' attitudes toward GM-foods, and their interest in GM-engineered functional foods over standard counterparts. As compared to females, males preferred a hypothetical GM-hamburger over the traditional counterpart, and older consumers expressed greater interest in heart-healthy benefits. Some support was also found for non-functional benefits such as enhanced shelf-life and improvements to flavor. No differences in preference were found between age groups or based on gender for a hypothetical pasta good. Overall, the two GM-based functional foods were favorably received.
authors.affiliation: Department of Marketing, University of North Dakota, Grand Forks, ND 58201-8366, USA. William.lesch@mail.business.und.edu
authors.forename: William C
authors.initials: WC
authors.lastname: Lesch
authors.forename: Cheryl J
authors.initials: CJ
authors.lastname: Wachenheim
authors.forename: Bård S
authors.initials: BS
authors.lastname: Stillerud
mesh_terms: D001709:Biotechnology; D002755:Choice Behavior; D006801:Humans; D011634:Public Health; D014481:United States