Meta-attitudes and the local formation of consumer judgments towards genetically modified food

This paper draws upon survey evidence from Spain to examine the causal relationship between attitudes towards science and attitudes towards Genetically Modified (GM) food. It employs structural equation modelling and explores this association by using sub-samples made of regional groups that have GM agriculture. Our results suggest specific behavioural mechanisms in explaining GM consumer attitudes involving attitudes towards science whilst medical and food applications appear to have no (or mild) significant connection in the formation of attitudes towards GM food. Finally, we find significant influence from age and previously characterized attitude in the formation of structural models. As one of the main limitations of this study it is worth mentioning the use of externally designed data that restricts the availability of existing constructs including “subjective knowledge" and consumer purchase intentions. This finding is important for policy makers in directing future communication strategies regarding scientific and technological applications. In explaining the mechanisms that explicate individuals’ acceptance of Genetically Modified (GM) food, one mechanism that has been largely ignored in the growing body of current research lies in the influence of “meta (wider) attitudes” such as the general attitudes towards science. Similarly, if attitudes are socially formed, we expect that regional self-interest will be determinant.