The Impact of Abnormally Shaped Vegetables on Consumers’ Risk Perception. Natascha Loebnitz and Klaus G. Grunert. Food Quality and Preference, https://doi.org/10.1016/j.foodqual.2017.08.004
Highlights
• We examine vegetable shape abnormality on consumers’ risk perception.
• Vegetable shape abnormality affect risk perception through food’s perceived naturalness.
• Abnormally shaped vegetables are seen as unnatural which in turn increases risk perception.
• Knowledge types moderate the vegetable shape – risk perception relationship.
Abstract: Genetically-modified (GM) food evokes high levels of fear and negative associations among consumers. This study predicts that people may associate naturally occurring vegetable shape-abnormalities with GM food, which increases their risk perception. With an experimental design in two studies, this research investigates the impact of abnormally-shaped vegetables on participants’ risk perceptions related to vegetable items that vary in their degree of association with GM technology. The results reveal that knowledge can moderate the vegetable shape-abnormality–risk relationship, depending on its objectivity or subjectivity.
Keywords: Abnormally-shaped vegetables; Risk perception; Knowledge types; Perceived naturalness; GM food
My comment: "Consumers perceive abnormally-shaped vegetables as more risky [...] and paradoxically, they associate natural vegetable shape-abnormalities with GM, despite having no other information available" & "increasing consumers' objective knowledge about food production does not prevent risk perceptions."
Thursday, August 24, 2017
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