Study Explores How GM Labeling Affects Purchasing Intentions

A study conducted in China found that genetically modified (GM) labeling significantly influences consumer purchase intentions using data from 800 participants across two product contexts, edible soybean oil and non-edible cotton. The research investigated how consumers interpret GM and non-GM labels, revealing that self-assessed knowledge and perceived risk play a significant role in shaping their behavior.

The study found that GM labels consistently reduced purchase intentions across product types, while non-GM labels had stronger positive effects on food products. Risk perception was found to mediate the relationship between labeling and purchase decisions. Consumers with higher self-confidence in their understanding of GM products were less influenced by the “risk warning” in the labels and often relied on pre-existing beliefs or values when making purchasing decisions.

The researchers concluded that a “one-size-fits-all” approach to GM labeling may be an ineffective strategy. They urge regulators to design a tiered or hierarchical information disclosure system tailored to different cognitive styles and information needs. The researchers suggest that companies may need to move beyond the idea of an “idealized consumer” and adopt communication strategies that provide clear, accessible information to different consumer groups.

For more information, read the article from GM Crops & Food.