To eat or not to eat? The case of genetically modified (GM) food

Abstract

Purpose: Since the moment genetically modified organisms (GMOs) and genetically modified (GM) foods first came into the market, there has been a continuous debate between those who are supporters and opponents of them. This paper aims to identify the rationale of acceptance or denial of GM foods into the market. Design/methodology/approach: The Health Belief Model (HBM) successfully elucidates the consumer decision-making process for food selection. The questionnaire for this field of research consists of three parts. The first part refers to socioeconomic information, like sex, monthly income and educational level. The second part contains questions derived from the HBM. Interviewees had to use a 1-5 Likert scale for their answers, with 1 representing Total Denial, 3 for Neutral and 5 for Total Agreement. Finally, the third part consists of one question about the willingness to pay for GM foods or not. Findings: There are significant differences between Greek consumers and consumers from other European countries – the most important one being their focus on food safety and nutritional issues – with their importance not being reduced by possible pricing discounts. Increase in the market share of GM food can occur only if special focus will be given in the implementation of promotion strategies verifying about the safety of use and increased nutritional value of them, having as a second priority, the implementation of an aggressive pricing policy towards non-GM foods. Originality/value: This is an original field research, identifying the rationale of the food selection in the Greek market towards GM foods. © 2016, © Emerald Group Publishing Limited.