Consumer perceptions of food products involving genetic modification - results from a qualitative study in four Nordic countries

Product descriptions of cheese, candy and salmon products were presented to samples of respondents in four Nordic countries. The descriptions represen ted various applications of genetic modification (GM), varied along a 'dist ance' dimension and a 'what is modified' dimension, and were presented alon g with a conventionally produced product. Respondents ranked the products a ccording to preference, and their perceptions were ascertained by the ladde ring method. Results indicate that respondents regard 'non-GM' as a value i n itself, and associate the use of GM with a host of negative consequences and risks, but mostly with uncertainty and unhealthiness. Benefits of the u se of GM were perceived and regarded as relevant, but could not compensate for the negative associations. The 'distance' dimension had a clear impact on consumer preferences, whereas the 'what is modified' dimension had effec ts which were product specific. (C) 2001 Elsevier Science Ltd. All rights r eserved.