An Examination Of Millennials Attitudes Toward Genetically Modified Organism (GMO) Foods Is It Franken-Food Or Super-Food

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An Examination of Millennials’ Attitudes toward Genetically Modified Organism (GMO)
Foods: Is it Franken-Food or Super-Food?
Stefan Linnhoff
Assistant Professor
Department of Marketing
Murray State University
Murray, KY 42071-3314
Email: slinnhoff@murraystate.edu
Tel: 270- 809-6208
Elena Volovich
Graduate Student
Department of Marketing
Murray, KY 42071-3314
Email: evolovich@murraystate.edu
Hannah M. Martin
Graduate Student
Hutson School of Agriculture
Murray, KY 42071
hmartin6@murraystate.edu
L. Murphy Smith*
Dill Distinguished Professor
Department of Accounting
Murray, KY 42071-3314
Email: msmith93@murraystate.edu
Tel: 270-809-4297
*Corresponding author

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Abstract
Millennials, people born between about 1980 and 2000, are expected to have a major
impact on the future of the world's economy and society in general. This study reports on a
survey of Millennials in the United States regarding attribute dimensions of GMO foods, such as
health benefits, safety, and environmental friendliness. Potential benefits of GMO foods include
improving agricultural productivity, e.g. insect resistant and drought resistant crops, and
alleviating world hunger, particularly in developing countries. At the same time, opponents of
GMO foods are concerned about unknown consequences. Understanding the benefits and
concerns of GMO foods is important for the agricultural sector and for society overall. Results of
this study indicate that Millennials tend to be somewhat skeptical about GMO foods. Thus, to
effectively market GMO foods, agricultural producers, distributors, and food retailers will need
to provide, via corporate websites, news releases to media, and other venues, sufficient
information that alleviates consumer concerns.
Keywords: Genetically Modified Organism, GMO, Genetically Engineered Foods, Millennials.
JEL Codes: O13, Q00, Q18

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Introduction
Genetically modified foods are a controversial societal issue with both strong advocates
and harsh critics. GMO (genetically modified organism) foods have been lauded as a world-
changing technological advancement in agriculture. At the same, opponents of GMOs fear their
potential unpredictable consequences. They say that the potential negatives outweigh the positive
outcomes. GMO food advocates hail GMOs as a solution for pressing global problems like
climate change and world hunger. No one opposes GMO benefits such as drought-resistant and
insect-resistant crops, which have the potential of improving food supplies and the quality human
life (Associated Press, 2015; Ziegler, 2014; Biello, 2011; Stein et al., 2006).
This study explores attitudes of Millennials in the United States regarding food that is
derived from genetically modified organisms (GMOs), also referred to as GM foods. GMO-laden
food products appeared in grocery stores in the U.S. in 1994 (Woolsey, 2012). GMOs have
become a part of almost every chain supermarket, with the most ubiquitous GM foods being soy-
, corn-, and wheat-based products. Multiple graphs on the U.S. Department of Agriculture’s
website show an increase in GM corn acreage and soybeans acreage, accounting for 85 percent
of corn produced and 93 percent of soybeans produced (Fernandez-Cornejo, 2013).
How much does Generation Y know about GMOs? How does it perceive GMOs, what
factors are to be considered by food marketers to address this generation adequately? In the era
of “microwave mentality”, where instant gratification is an ongoing trend (Petrillo, 2015), do
agricultural crops that produce multiple amounts of harvest in shorter periods of time with high
resistance to pests and bugs rate highly with young people?

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While there has been considerable research on Millennials per se, there is still much
unknown about this generational group, including their perspectives on the very important topic
of GMOs and GM foods. Research suggests that this generation is far more complex than
previously thought (Linnhoff, Smith & Smith, 2014). This study seeks to expand the attitude
profile of this generation in general and specifically endeavors to fill the gap in research on
Millennials’ attitudes regarding GM foods.
Research Purpose
This paper utilizes a sample of U.S. college students to evaluate how Millennials, also
known as Generation Y, view genetically modified foods in terms of attributes commonly
associated with organic food, namely healthy, safe, environmentally beneficial, and ethical
(Linnhoff, 2008; Linnhoff & Albers-Miller, 2005; Carrigan, Szmigin & Wright, 2004).
Furthermore, this study examines the heightened interest in authenticity of Millenials (Chhabra,
2010) as well as the generation’s innovativeness (Gaskell, 2014). Use of college student samples
in research is widely practiced, and depending on the subject matter such samples may be more
or less representative of the population (cf., Seock & Chen-Yu, 2007; Segal et al., 2005;
Peterson, 2001). In this study, a sample of college students, who are Millennials, is regarded as
fairly representative of the population of Millennials (Ristino, 2013; Chhabra, 2010; Detre et al.,
2010; Connaway et al., 2008).
Prior Research
Research by Le Marrea, K.N., Witteb, C.L., Burkinke, T.J., Grünhagend, M. & Wellse,
G.J. (2007), in a cross-cultural study, examine perspectives toward GMOs, specifically food
crops, to assess whether French and Americans have significantly different views. Findings were
that first and second generation GMOs are less accepted by French than by American

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respondent. At the same time, respondents in both countries recognize a direct benefit from
second generation GM foods with at minimum a reduced negative attitude toward them. The
study also reported factors that respondents indicate would make them more likely to purchase
GM foods.
Like Le Marrea et al. (2007), Colson and Rousu (2004) find that, in general, American
consumers (a variety of ages was surveyed) are more accepting of genetically modified foods
than European consumers, which sets the framework for overall perception of GMOs by
Millennials in the U.S. versus Europe. Genetically modified foods are presented as the solution
to the rising population and to world hunger. With so many young Americans engaging in
activism of some sort, GMOs should rate very highly in this framework of mind. Moreover,
Millennials in general are technology-savvy and like incorporating technology in their daily lives
(Jonas-Dwyer & Pospisil, 2004). An inference from this characteristic of Millennials would be
that they would approve of the use of genetically engineered organisms and genetically modified
food.
Grassroots protests that took place in 2013 in the U.S. and to a smaller degree,
internationally, aspired to bring attention to GMO labeling and to advocate for consumers’ right
to know were mostly led by younger people. The Web is filled with youth-powered “green” and
organic-food oriented movements such as http://youthpolitcal.wordpress.com and
http://www.teensturninggreen.org. This indicates the presence of GMO awareness by the
millennial generation. While being pro-technology, Millennials are also seeking healthy
alternatives to so-called fast food. Millennials are turning to fruit and vegetables, and prefer to
buy these at farmers markets versus conventional grocery stores (Detre et al., 2010). Millennials
do so because the prices at farmers market may be more affordable and there is a greater variety

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and better quality of produce. On the other hand, there is evidence that in many places,
consumers may be willing to pay more for organic foods, particularly if they are regarded as
safer than GM foods. ON the other hand, consumers seem largely unwilling to pay more for GM
foods, even if there is better flavor and nutritional value (Loureiro & Bugbee, 2005).
The biggest reason behind GMO protests, most of which took place in California, was the
lack of a general GMO label in the U.S. and the desire of consumers to have the right to know
whether the foods they are consuming have GMOs or not. Looking deeper into the traits and
preferences of Generation Y, and based on the available research, females are more likely to pay
attention to labels on food products and to be aware of organic, green or healthy attributes
associated with the particular food (Furlow & Knott, 2009). Interestingly, a study by Radas et al.
(2008) found that consumers with less precise perspectives prefer mandatory labeling of the most
stringent type, while consumers with stronger perspectives, both advocates and detractors, were
more relaxed in their labeling preferences.
To generate more favorable attitudes toward GM foods, food producers and distributors
will need to effectively present factual information via corporate websites, news releases to
media, and other venues, such that negative consumer perceptions, particularly regarding
misinformation, can be dispelled. Opponents of GM foods have caused many consumers to have
concerns despite approvals by regulators and scientists, and despite the benefits of GM foods in
terms of improving crop yields and thereby reducing world hunger. Public opinion and
regulatory approval seem to be improving for GM foods both in the U.S. and even in Europe
(Jogalekar, 2014; Castle, 2014).
In China, a study by Zhang and Liu (2015) examined consumer's attitude towards GM
foods and found that attitudes are significantly affected by benefit perceptions and risk

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perceptions, but are mainly affected by benefit perceptions. Another study done in China by
Shao, Cai, & Chen (2014) found that most consumers and retailers lack a clear understanding of
GM foods, and that public acceptance of GM foods is low. Not specifically about GM foods, but
the importance of building consumer trust, an Australian study examined techniques employed
by major supermarkets to alleviate criticisms regarding their food ethics, market control and
connection to producers (Phillipov, 2015). The success of GM food products will ultimately
depend on consumer trust.
To better understand the controversy between supporters and detractors of GM foods, a
brief review of one the most well-known GM foods is useful. Perhaps no single GM food item is
more representative of the controversy than Golden Rice. After more than 30 years, this GM
food has yielded only positive outcomes and no negative health consequences. The origin of
Golden Rice goes back to a 1984 meeting of the International Rice Research Institute (IRRI). At
that time there were no GM crops. Researchers were still exploring how to locate genes and
move them among organisms. One day after the formal IRRI sessions were ended, some plant
breeders (masters of the old-style way to improve crops) were asked if GM technology were to
work, what gene would they pick to include in rice. After some discussion, a renowned plant
breeder, Peter Jennings said that would be “Yellow endosperm.” Jennings explained that the
endosperm a rice grain is the chief part of what’s eaten and the color yellow indicates the
manifestation of beta-carotene, the source of vitamin A (Ziegler, 2014; Charles, 2013). Thus,
Yellow endosperm would be rice that includes vitamin A.
The plant breeders at the IRRI meeting in 1984 discussed many possible benefits of
adding new genes to rice. For example, they discussed benefits such as resisting disease or
surviving drought. Jennings settled on the addition of Vitamin A as most desirable because of its

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nutritional benefits. Golden Rice has been genetically engineered for its enrichment in vitamin
A. Vitamin A deficiency (VAD) can result in a variety of serious health problems, including loss
of sight. Approximately 8 million preschool-age children die every year from this specific
deficiency (Ronald, 2014). One study reported that improved vitamin A nutritional status
attained from eating Golden Rice could prevent thousands of young children’s deaths annually
(Stein, 2006).
Positive effects of Golden Rice would be the most profound for the lowest income
groups. Ziegler (2014) identifies that globally the most serious nutrient deficiencies in the human
diet are iron, zinc, iodine, and vitamin A. Vitamin A is necessary for the visual system, growth,
development, and a healthy immune system. The deficiency in Vitamin A is most prevalent in
young children as well as pregnant and nursing women. Even after significant efforts, such as
capsule supplementation, dietary modification, fortifying commonly used foods, and optimal
breastfeeding practices, Vitamin A deficiency (VAD) continues to affect approximately 190
million preschool aged children and 19 million pregnant women in the developing world (Ziegler
2014).
While Golden Rice has many proponents, there are also detractors, including Greenpeace
International (Greenpeace, 2014). Greenpeace argues that there are other approaches to
combating VAD, such as food supplements, food fortification, and home gardening. In other
words, other sources of vitamin A could be fostered. In addition, the organization is concerned
that if Golden Rice is widely used that it will mix with non-GM rice. As a result, people that are
opposed to GM foods will not be willing to buy the rice produced by farmers who have
unintentionally (or intentionally) mixed the GM Golden Rice with other non-GM (organic) rice.
Thus, the rice farmer would lose access to certain markets where GM foods are not accepted.

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The debate over Golden Rice and other GM foods, notably genetically engineered (GE)
crops has left many scientists confounded. A 2015 survey by the Pew Research Center found that
88 percent of the scientists indicated genetically modified foods are safe to eat, which contrasts
with just 37 percent of the saying GM foods are safe. Almost all the scientists, 97 percent, said
that the problem was related to a lack of science and math education (Associated Press, 2015).
From a business standpoint, consumers’ attitudes toward GMO foods are critical. In
scientific debates, there is almost never a 100 percent agreement, but even if every scientist
regarded GMO foods as a safe product, the perceptions of the general public may remain at odds
with the scientific evidence. In that case, past research has shown that many consumers are
willing to pay even more for products that are believed to have health benefits, such as organic,
non-GMO products (Lefèvre, 2014; Loureiro and Hine, 2002).
At its heart, the debate over GMO foods, mostly carried out in the highly developed
countries of the West, will have major implications on the poorest people in the developing
world. While there has already been extensive research on GMO foods, the hope is that if more
research studies and enough research studies are done, that truth will prevail, as to whether GMO
foods are beneficial or detrimental (Linnhoff, Volovich, & Smith, 2014). An analogy might be
drawn to the approval process of pharmaceutical products, in which regulators balance benefits
of new products against potentially harmful side effects. Do the benefits of GMO foods outweigh
the potentially harmful side effects? A corresponding question is whether people on both sides of
the debate can accept truth if research reveals it. On the issue of seeking truth, one of the most
famous cases from history involves the Roman Prefect Pontius Pilate, who asked Jesus of
Nazareth, "What is truth?" In that story, Pilate knew the truth, but he would not act on it for
political reasons (What is Truth, 2015).

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A New York Times article quoted Michael Purugganan, a professor of genomics and
biology and the dean for science at New York University, who said that there is much
misinformation regarding GMOs that is accepted as fact by people. He pointed out in a media
outlet in the Philippines that the genes inserted to make the vitamin are not a strange
manufactured material but genes also found in squash, carrots and melons. Purugganan, who was
raised in a middle-class family in Manila, felt compelled to say that much of the criticism of
GMOs in the Western world lacks understanding of how really terrible the nutrition situation is
in developing countries (Harmon, 2013).
Research Question
RQ: How do members of the millennial generation perceive genetically modified
(GM) foods in terms of their attributes, such as health, safe, environmentally
beneficial, ethical, authentic, and innovative?
Sample Selection and Methodology
To obtain data for the study, a survey was devised and diseminated among college
students. Students taking classes at a college of business were identified as a suitable population
from which to obtain a sample for survey purposes. Most students currently attending colleges
and universities were born between 1975 and 2000 and are thus members of the same
demographic cohort known as Generation Y or Millennials (definitions of Millennials available
at: Financial Times Lexicon, 2014; Greenberg, 2008; and Howe & Strauss, 2000). The
expectation is that members of this group share common characteristics per generational theory
established by prior research (Howe & Strauss, 2000; Strauss, Howe, & Markiewicz, 2006).
The sample includes 102 participants. The sample’s median age range was 24-26. The
sample consisted of 86.3% undergraduates and 13.7% graduate students. There existed about an

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equal balance between female (52.9%) and male respondents (47.1%). Complete sample
demographics are provided in Table 1.
[Insert Table 1 about here]
Measures and Data Collection
An online survey programmed in Surveymonkey was employed as the data collection
instrument. The benefits of online surveys have been criticized in the past (Fricker & Schonlau,
2002). However, the emergence of online survey platforms, such as Qualtrics, Surveymonkey
and Zoomerang, has rendered most of this criticism obsolete. Compared to “paper and pencil
surveys”, online questionnaires have the advantage of eliminating confounding sources and of
the occurrence of missing data. Utilizing an online survey is a cost and time efficient research
tool.
Respondents were asked to answer to questions using a 5-point Likert scale, anchored at
``strongly disagree” and ``strongly agree.” Items had been previously examined and reviewed in
a pretest, during the summer 2013. Furthermore, a constant sum scale was included to account
for the weight and relevance of the attributes: safe, healthy, environmentally beneficial,
innovative, ethical, and authentic. Survey respondents were prompted to distribute points to these
attributes that had to sum up to 100 points total. A synopsis of the survey items, questions and
constructs, is provided in Appendix A.
Once the online surveys had been devised, the links to the online surveys were embedded
in emails and sent to students via email list servers. Data collection took place in November
2013. Having concluded the data collection within two weeks in fall 2013, reliability tests were
run to clean the data of items that undermined Cronbach’s α and thus the internal consistency of

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the proposed constructs. Indeed, the finalized set of items utilized render generally adequate
results per Cronbach’s α.
Results
Answers to the research question regarding Millennials perceptions of genetically
modified foods in terms of attributes (e.g. healthy and safe) are presented in this section.
One-Sample T-Test
Data was analyzed employing SPSS (PASW) 18.0. First, one sample t-tests were
performed to analyze if responses to the constructs were different from “3”, representing the
neutral point on the 5-point Likert scale. The results provided in Table 2 indicate generally
significant values. Participants showed slightly unfavorable views on GMOs in terms of the
aspects safety (M=2.87, p=0.124), health (M=2.58, p<0.05), environmentally beneficial
(M=2.76, p<0.05), ethical (M=2.81, p<0.05) and authentic (M=2.76, p<0.05). The fact that
survey takers assumed a standpoint for innovative that was only barely favorable (M=3.10,
p<0.05) suggests only moderate enthusiasm for this particular technological advancement.
Results show insignificance for the variable “label awareness”, which measured the
respondents’ interest in checking nutritional information. The mean (M=3.13, p=0.124) implies a
certain lack of concern for this item. This result corresponds to the suboptimal interest of
consumers in studying food labeling commonly reported in the literature (Lusk, 2012; Miller &
Cassady, 2012; Rousu et al., 2004)
Independent Sample T-Test, Differences between the Sexes
Divergent response patterns between men and women were anticipated. In order to
compare the responses, independent samples t-tests were performed. The results indicate

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significant response differences for only two of the eight constructs, namely the attributes of safe
and healthy. Regarding health, both males and females lean slightly toward perceiving GMO
food unfavorably. Nevertheless, female responses were significantly lower, i.e. more unfavorable
(M = 2.48; SD = 0.42) than male responses (M = 2.70; SD = 0.50), t(102)=2.40, p=0.05). The
effect size, as indexed by Cohen’s (1988) coefficient d, was found to have a medium level (d =
0.50).
Females tend to have stronger disagreement than males regarding statements associating
GM foods with being safe, healthy, environmentally beneficial, authentic, and ethical. On the
other hand, both sexes showed neutral response patterns with regards to innovative (females:
M=3.10; males: M=3.11,p=0.96) and label awareness (females: M=2.70; males: M=2.84,
p=0.76). Finally, females displayed a slightly higher inclination to purchase GMO-free foods
than males (females: M=3.67; males: M=3.47; p=0.18).
Independent Sample T-Test, Differences between Buyers & Non-Buyers of Organic Food
An independent sample t-test was conducted to detect divergences between buyers and
non-buyers of organic food. Certified organic food must not contain GMOs. In four out of eight
cases, significantly varying response patterns were identified: consumers of organic food rated
GM foods lower than non-buyers with respect to safe (buyers: M = 2.78; SD = 0.57; non-buyers:
M = 2.96; SD = 0.46), t(102)=2.46, p<0.05), healthy (buyers: M = 2.51; SD = 0.51; non-buyers:
M = 2.65; SD = 0.43), t(102)=2.40, p<0.05) and innovative (buyers: M = 2.97; SD = 0.72; non-
buyers: M = 3.17; SD = 0.53), t(102)=-1.59, p<0.05). Furthermore, buyers of organic food
demonstrated higher label awareness (M = 3.36; SD = 0.77) than non-buyers (M = 2.92; SD =
0.91; t(102)=2.64, p<0.01). In view of the existence of the certified organic food label, this result
is not surprising.

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Multiple Linear Regression
Multiple regression analysis was used to test whether the attributes of safe, healthy,
environmentally beneficial, innovative, ethical, and label awareness as well sex, marital status,
student status, children, and age would significantly predict participants' ratings of interest in
buying GM-free food. Results are shown in Table 3. Results of the regression indicate that the
predictors explained 49.1% of the variance (R2
= 0.491, F(7,94)) = 7.15, p<0.01). More
specifically, the DV was significantly predicted by the attributes healthy (β = -0.349, p<0.1
(p=0.068)) and authentic (β = -0.443, p<0.01) as well as marital status (single / divorced or
married; β = 0.389, p<0.05 (p=0.05). Label awareness was borderline significant applying the p<
0.1 level (β = 0.115, p=0.11, borderline). Results for the constructs of safe, environmentally
beneficial, innovative, ethical as well as for the categorical variables sex, student status, children,
and age were found to be insignificant.
Table 4 illustrates the quadratic function for the variables with significant changes in R2
via scatterplots. Regarding the attribute of ‘safe’, the curved lines seem to suit the data points
better. The quadratic model suggests that the purchase intent to buy GMO-Free food would not
diminish past a certain low point. In other words, even among participants who held rather
favorable perceptions of GMOs in terms of safety, they are not opposed to buying GMO-free
items. On the other hand, the intent to buy GMO-free increases exponentially with unfavorable
views on GMOs in regards to safety. The shape and rationale of the curves for healthy and
ethical are similar; the less favorable the views were on GMOs, the higher the level of intent to
buy GMO-free foods. A summary of key findings is provided in Table 5. In this table, the gender

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effect, for example, is particularly notable, with significant differences identified between male
and female respondents.
[Insert Table 4 and Table 5 about here]
Summary and Conclusions
This study examined perspectives of Generation Y, also called Millennials, regarding
genetically modified organisms (GMOs), specifically GM foods. Being a very large generational
group, their perspectives are expected to have a major impact on acceptance of GMOs and GM
food products. Overall, Millennials have somewhat unfavorable views toward GM foods.
Females tend to be more skeptical about GMOs and GM foods than males. Males are generally
neutral in attitude. To generate more favorable attitudes toward GMO foods, agricultural
producers, distributors, and food retailers will need to provide through corporate websites, news
releases to media, and other venues sufficient information that alleviates consumer concerns.
Opponents of GM foods, more so in Europe than in the U.S., have caused many consumers to
have concerns despite approvals by regulators and scientists, and despite the benefits of GM
foods in terms of improving crop yields and thereby reducing world hunger.
Six attributes were shown to be factors affecting Millennials’ attitudes toward GM food,
in order of ranking: healthy/ first, safe/ second, innovative/ third, beneficial to the environment/
fourth, ethical/ fifth, and authentic/ sixth. Not surprisingly, buyers of organic food expressed a
higher level of unfavorable views than non-organic buyers. Furthermore, although all six
attributes showed significant correlations with ‘intent to purchase GM-free foods’, only the
attributes of authentic, safe, healthy, and ethical were found to be significant predictors. Among
demographic-related findings, married participants showed higher skepticism toward GM foods

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than unmarried participants. Views on GM food were not related to student classification
(freshman, sophomore, etc.), children, or age.
Limitations and Future Research
The study is limited by the time frame and the characteristics of the sample respondents.
Data is collected in just one year. The current study could be extended longitudinally. A future
study could compare its results to the current study, thereby to measure changes in perspectives
regarding GM foods over time. The sample is limited to 102 respondents who are mostly
younger and unmarried members of Generation Y, also called Millennials. The study is limited
to the extent that this sample represents the population of Millennials. This study could be
extended in a future study that obtains data from other universities or countries. In regard to
different countries, a future study could examine whether perspectives differ between Millennials
in GMO-growing countries compared to non-GMO-growing countries.
While this study includes a variety of analyses (e.g. comparing sexes and comparing
buyers v. non-buyers of certified organic food), future studies could include other possible
analyses. In the sample, only 21percent are over age 26 (Millennials include those up to age 32)
and only 16 percent are married and only 16 percent have children. These demographic factors
could affect influence interpersonal decision-making and opinion-forming. Future studies could
include additional older Millennials and more who are married and who are parents.

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19
Table 1: Demographic profile of the sample
Demographic
characteristic
N = 102
Frequency Percentage
Sex
Men 48 47.1
Women 54 52.9
Age
18-20 29 28.4
21-23 45 44.1
24-26 7 6.9
27-29 6 5.9
30-32 2 2.0
33-35 4 3.9
39-41 4 3.9
>41 5 4.9
Number of children
0 86 84.3
≥ 1 16 15.7
Citizenship
US 87 85.3
Permanent resident
alien (green card)
2 2
Other 13 12.7
Student status
Freshman 1 1
Sophomore 11 10.8
Junior 31 30.4
Senior 45 44.1
Graduate 14 13.7
Marital status
Single or divorced 86 84.3
Married 16 15.7

20
Table 2: One sample t-test results
One-Sample Test
Constructs
Test Value = 3*
M t
Sig.
(2-tailed)
Safety 2.8741 -2.422 .017**
Health 2.5824 -8.920 .000*
Environmentally beneficial 2.7696 -3.459 .001*
Ethical 2.8113 -4.584 .000*
Innovativeness 3.1059 2.099 .038**
Authenticity 2.7627 -4.616 .000*
Nutritional label knowledge 3.1340 1.553 .124
Intention to buy “GMO Free”
labeled products
3.5735 7.800 .000*
Notes:
*p < 0.01, p<0.05**, p<0.1
*
5-point Likert scale, anchored at “strongly disagree” and “strongly agree”

21
Table 3: Multiple linear regression results of Attributes
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Sig.
Variables B SE B β
Safe -.167 .161 -.118 .301
Healthy -.349 .189 -.222 .068***
Environm -.006 .112 -.005 .958
Authent -.443 .144 -.310 .003**
INNO -.142 .099 -.121 .155
ETH -.063 .102 -.054 .538
Label awareness .115 .072 .134 .1131
sex4
.016 .119 .011 .896
marital status4
.389 .195 .192 .05*
student status4
.004 .069 .005 .957
Children4
.196 .202 .097 .333
Age4
.023 .034 .134 .508
R2
0.4912
F 7.151***3
Notes:
a. Dependent Variable: GMO_FREE_Purchase_intent
* p<0.05, ** p<0.1, p<0.01***
1
The overall neutral response pattern undermined “label awareness” to become a better predictor of the DV.
2
49.1% of the DV’s variance is explained by the set of predictors.
3
The equation as a whole (including all IVs) is statistically significant in explaining the DV at the p<0.01 level, i.e.
very good model fit.
4
Categorical variables; multiple regression is superior to other techniques, namely factorial ANOVA, because both
continuous and categorical variables may be included in the analysis.

22
observed
linear
Table 4: Multiple regression – curvilinear analysis - scatter plot interpretation
Notes:
 The purchase intent to buy GMO-free
food would not diminish past a certain
low point – and actually slightly
increase.
 Even participants who held rather
favorable perceptions of GMOs in
terms of safety would not exclude
buying GMO-free items.
 The intent to buy GMO-free increases
exponentially with unfavorable views
on GMOs in regards to safety.
DV:
Purchase
Intent
to
Buy
GMO
Free
un-safe safe
DV:
Purchase
Intent
to
Buy
GMO
Free
un-healthyhealthy
Notes:
 Even participants who held rather
favorable perceptions of GMOs in
terms of health would not exclude
buying GMO-free items.
exponentially with unfavorable views
on GMOs in regards to health.
un-ethical ethical
–
DV:
Purchase
Intent
to
Buy
GMO
Free
 Similar mechanics compared to curves
above.
exponentially with unfavorable views on
GMOs in regards to ethical.

23
Table 4 – Concluded.
lower higher
DV:
Purchase
Intent
to
Buy
GMO
Free
The intent to buy GMO-free increases
exponentially with the degree of label
awareness. A slight increase of intent does exist
with increasingly lower awareness of label
awareness. This might be due to a certain level
of social desirability bias. A certain sense of
uncertainty might have emerged in those
participants who usually do not care too much
about nutritional labels, leading them to
indicate they would seek to find security by
expressing intent to buy GMO free foods.

24
Table 5: Summary of key findings
One
sample
T-test
Independent sample T-tests
Pearson
correlation
Multiple linear &
hierarchical regression
Frequen-
cies
all N
sexes
buying
certified
organic food
sign. Correlation
predictors of GMO-free
purchase intent
Perceived
relevance
rank
males females no yes
with
DV
with
label
aware.
Cate-
gorical
IVs
continuous IVs
only
linear
Quadra
-tic
Mean
Safe (S) n n D n D yes no x 1
Healthy (H) D D D D D yes no x 6
environ. (E) D n D n D yes yes 4
Ethical (Et) n n D n D yes no x 5
Inno (I) n n n n n yes yes 3
Auth (A) D n D n D yes yes x 2
label aware. n n n yes x
GMO free PI
(DV)
yes yes yes
yes
n/a n/a
marital status yes
sex no
student status no
children no
age no
Notes:
n neither agree nor disagree (≈2.80 ≥ n ≤ 3.20)
F leaning toward a favorable view of GM foods
D leaning toward a dis-favorable view of GM foods
Bold font indicates comparably lower (higher} mean value
Label awaren. yes, no, or neutral

25
Appendix
Table A1: Synopsis – constructs and survey items
Con-
struct
Operationalization / survey items
Cron-
bach's
α
No.
of
items
5-point Likert scale, anchored at “strongly disagree” and “strongly agree”
Item
un-favorable Attitude towards GMO food favorable
safe
Q42_1 S-GM food is safer.
Q42_2 S-GM food protects from “mad cow disease.”
Q42_3 S-The regulations on GM2
food protect consumers.
Q42_4 S-Production of GM food is monitored by the US government.
Q42_5 S-GM food is low in chemical residues from pesticides and antibiotics. 1
Q42_6 S-There exists an official “GMO FREE” label.
0.78 12 Q42_7 S-There exists an official “GMO inside” label
Q42_8 S-The use of the "GMO inside" label is obligatory.
Q42_9 S-Producers of GM food must meet with certain minimum legal standards of production. 1
Q42_10 S-GM food is safer for me & my family.
Q42_11 S-GM animal feed should not be given to livestock1
Q42_12 S-GM organisms should not be used in agriculture1
Q42_13 S-The risks of GM products are overrated.
healthy
Q36_1 H-GM food is healthier.
Q36_2 H-GM food has better ingredients.
Q36_3 H-GM food is high in vitamins.
Q36_4 H-GM food helps to prevent disease.
Q36_5 H-GM food is better for me & my family.
Q36_6 H-GM food can change the cells of my body.
Q36_7 H-GM food does not contain preservatives.
0.81 15 Q36_8 H-GM food can help to fight disease
Q36_9 H-GM food increases the risk of getting sick1
Q36_10 H-GM food is harmful to infants (babies, toddlers) 1

26
Table A1 – Continued.
Q36_11 H-GM food might cause cancer1
Q36_12 H-GM food can cause allergies1
Q36_13 H-GM food is healthier than GMO FREE food
Q36_14 H-GMO FREE food is healthier than GM food1
Q36_15 H-GM food is more nutritious.
environm
beneficial
0.61 4
Q43_1 ENV-GMO-FREE food production is better for the environment. 1
Q43_2 ENV-GM food is beneficial to the environment.
Q43_3 ENV-The production of GM food is less wasteful of natural resources.
Q43_4 ENV-GM food production uses less pesticides
ethical
0.71 5
Q43_6 ETH-The production of GM food is not motivated by economic reasons.
Q43_8 ETH-GM food production helps to fight world hunger
Q43_9 ETH-GM food supports a good cause.
Q43_10 ETH-GM food production helps to prevent climate change
Q43_11 ETH-GM food production helps to solve mankind's problems.
authentic
0.89 20
Q45_2 AUTH-GM food is unnatural1
Q45_3 AUTH-GM food is artificial.
Q45_4 AUTH-GM food production is against nature. 1
Q45_5 AUTH-GM food is impure. 1
Q45_6 AUTH-GM food is against the natural order. 1
Q45_7
AUTH-GMO FREE food production means turning one’s mind back to traditional methods of
agriculture. 1
Q45_8 AUTH-GMO FREE food production means making products the way they should be. 1
Q45_9 AUTH-GM food production is legitimate.
Q45_10 AUTH-GM food production harms the natural foundations of life. 1
Q41_6 AUTH-GM food is related to mass consumption. 1

27
Table A1 – Concluded.
Q41_7 AUTH-GMO FREE food production means to be in harmony with nature. 1
Q41_8 AUTH-GM food production helps to preserve nature.
Q41_9 AUTH-GMO-FREE food production means to be truthful to nature. 1
Q41_10 AUTH-GM food production tampers with nature. 1
Q41_11 AUTH-GM food production harms nature's original state. 1
Q41_12 AUTH-GM food is "fake food".1
Q41_13 AUTH-GM food production is out of touch with nature. 1
Q41_14 AUTH-GMO-FREE food production helps to preserve nature's balance. 1
Q41_15 AUTH-GM food is not authentic. 1
Q41_16 AUTH-GM food is pretending to be natural.1
innovative
0.71 4
Q41_1 INNO-GM food production is innovative.
Q41_2 INNO-GM food production is cutting edge.
Q41_3 INNO-GM food production is progressive.
Q41_5 INNO-Rejecting GM food production is backward minded.
Label
awareness
0.79 3
Q18_1 Labels-I regularly read product labels with the list of ingredients and nutritional info
Q18_2 Labels-I find myself checking the list of ingredients and nutritional info even for small items.
Q18_3 Labels-It is important to me to get the best ingredients for the products I buy
Purchase
intent
-
GMO-free
0.51 2
Q15_1 PI-How likely would you to buy a product labeled "GMO INSIDE" if it were available to you?
Q16
PI-How likely would you to buy a product labeled "GMO FREE" if it were available to you?
Notes:1 reverse coded to reduce response bias and to warrant unidirectionality
2 GM = genetically modified; abbreviations were not employed in the actual survey
3 Cronbach's α / Internal consistency (benchmarks; details are disputed; Field, 2013; Kline, 1999)
α ≥ 0.9 Excellent
0.7 ≤ α < 0.9 Good
0.6 ≤ α < 0.7 Acceptable
0.5 ≤ α < 0.6 Poor
α < 0.5 Unacceptable

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