Consumer attitudes toward biotechnology: Lessons for animal-related applications

ABSTRACT Newer techniques of biotechnology, such as recombinant DNA, offer scientists a range of tools to enhance the quality and environmental sensitivity of agricultural production. This article briefly summarizes consumer attitudes toward biotechnology in the United States and Europe. Few U.S. consumers have read or heard a lot about biotechnology, and concern about biotechnology was low on the list of concerns of consumers in the United States. When asked to volunteer food-related concerns, only 2% expressed concerns about the safety of foods modified by biotechnology. People supported applications that benefit the environment, with modifications that provided direct consumer benefits, such as increased nutritional value or better taste, endorsed by slightly fewer people. Most consumer research has focused on plant applications of biotechnology; modification of animals is likely to be more emotionally charged because the majority of U.S. consumers believe that animals have rights that people should not violate. Few European consumers considered themselves knowledgeable about biotechnology. Knowledge of basic biology seemed to be lacking, putting people at risk for misinformation. Fifty-eight percent or more of Europeans believed that genetically modified plants were fundamentally different from traditional plants and believed their own genetic material would change if they consumed genetically modified food. Communication programs in Europe are challenging because government and industry sources were trusted by few consumers. Experience in the United States indicates that communication can change attitudes. Frequent and effective communication that highlights potential benefits and addresses public concerns is a prerequisite for increasing public acceptance.

Implications

The key to consumer acceptance of modifications by biotechnology directed toward plant or animal application is perceived risk and benefit. These studies indicate that consumers expect human, animal, and environmental safety to be protected. The studies discussed indicate that consumer attitudes are more likely to be positive when people understand why animals or plants are modified, they view the potential benefit as important, and neither the animal nor the environment is harmed. Although consumers in the United States have positive attitudes, few are aware of all of the potential applications under development. European consumers are less aware, and many do not trust regulators or the food industry. Discussions with community leaders provide an opportunity to respond to consumer concerns and address both risks and benefits. Advertisements can increase public awareness of potential benefits. Messages that highlight potential benefits, address consumer concern, and are delivered by trusted, knowledgeable sources are critical to long-term acceptance.

Key Words: Biotechnology, Consumer Attitudes, Genetic Engineering

© 2003, by the American Society of Animal Science. All rights reserved.

J. Anim. Sci. 2003. 81(E. Suppl. 2):E196-E200