Why Consumers Don’T See the Benefits of Gmos, and What Marketers Can Do About It

Sean T. Hingston, York University, Canada
Theodore J. Noseworthy, York University, Canada
Drawing on research that distinguishes how people reason about natural and manmade objects, the authors find that consumers are more accepting of GMOs when cues suggest they are manmade. Specifically, if consumers view a GMO as manmade, moral opposition diminishes and perceived benefits increase, which subsequently increases purchase intentions.
[ to cite ]:
Sean T. Hingston and Theodore J. Noseworthy (2017) ,"Why Consumers Don’T See the Benefits of Gmos, and What Marketers Can Do About It", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 659-660.