The purpose of this research was to examine the behavioral patterns of consumers in regard to GMOs. Findings: The more knowledge consumers have of GMO presence in food products, the less likely they are to consume them.

1. Research preparing for publication
By: Cassandra Gill

2. Research Purpose
 The purpose of this research was to examine the
behavioral patterns of consumers in regard to GMOs.
Variables such as attitudes, behavioral intensions, and
demographics, were examined to see how such factors
influence purchase decisions.

3. Defining a GMO
 “A GMO (genetically modified organism) is the result
of a laboratory process of taking genes from one
species and inserting them into another in an attempt
to obtain a desired trait or characteristic.”

4. Some Background
 Widespread presence - Genetically modified foods are
included in approximately 70% of food in typical
grocery stores.
 Despite this, a poll by The Washington Post showed
that some 60% of respondents believed they had never
eaten genetically modified food (Tobey).
 The field of marketing has yet to truly examine
genetically modified foods specifically as they have
been grouped in a more general “unhealthy” category.
 Most of GMO research has been done in government
policy journals and scientific agricultural journals

5. Influencing Consumer’s Attitudes
& Behavioral Intentions
 Despite great prevalence in society, most Americans
have vague understandings of what they are, and
consumer them regularly.
 Past research has found many conflicting Significant
Explanatory Factors influencing consumers’
perceptions and intentions toward GMO
consumption.
 Education, age, income, morality, perceived risk,
labeling have all been found to be influencing factors.

6. Purpose of this study’s research
 Much of the more current research examines
explanatory variables in predicting people’s
perceptions of GMOs. The purpose of this research is
to examine what explanatory variables can help predict
consumers actual purchasing patterns in regard to
GMOs.

7. Some Findings
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High Risk Low Risk
Figure 1: Health Risk from GMOs

8. Health Risk from GMOs
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Females Males
Figure 2: Health Risk from GMOs

9. Importance of FDA GMO Labeling
Mandate
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High Risk Low Risk
Figure 3: Importance of FDA GMO Labeling Mandate

10. Importance of FDA GMO Labeling
Mandate
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Figure 4: Importance of FDA GMO Labeling Mandate

11. Qualitative Results
 13 of the 17 participants who claimed to believe that they
did not buy GMOs in their usual trips to the store, in fact
very heavily consumed GMOs.
 41 participants out 47 participants who responded that they
did not know if they usually purchase GMO’s every week
heavily consumed GMO’s on a regular basis unknowingly.
 Those who knew that they did purchase GMOs (23
participants) every week consumed substantially less
GMOs than the group that did not know; many purchased
some organic items such as organic bananas and apples.

12. Findings
 Gender and education levels were found to be
significant explanatory factors in GMO opposition and
avoidance of purchasing.
 The more knowledge consumers have of GMO
presence in food products, the less likely they are to
consume them.
 Arguments consumers typically use to support GMO’s
are rooted in questionable facts.