Differences in public acceptance between generic and premium branded GM food products: an analytical model.

Biotechnology is an enormously expanding discipline with various applications in the medical, agricultural and food sector. The use of genetic modification technology in food production is only one example, nevertheless a very important one. It offers new perspectives for product development, cost reduction and environmental protection. According to the White Paper, modern biotechnology includes an impulse for competitiveness and economic growth (European Commission, 1994). However, biotechnology in general and genetically modified (GM) food in particular came recently to the forefront of public attention. Abundant questions are being asked about safety for human health and for the environment, ethics, free consumer choice, socio-economic and legal issues. Public support is especially low for biotechnology applications in the food sector. Europeans show more concern and resistance towards GM food compared with other parts of the world (Table 3.1). These consumer concerns seriously jeopardize the future market success of modern biotechnology products, including GM food products (EFB Task Group on Public Perceptions of Biotechnology, 1998, 1999). Consequently, gaining insight into Table 3.1. Willingness to eat GM food (%). Example: GM fruit with improved taste. (From