More than 60% of foods in North American supermarkets contain GM ingredients. While North American consumers seem less concerned about GM foods than Europeans and Japanese, many consumer activists argue that consumers have a right to know if what they eat has GM ingredients. Will informative labelling of GM foods lead to major shifts in buying patterns? An experimental study found minimal effects of GM labelling overall but significant differential reactions to GM-labelled products across consumers with differing levels of consumer activism, perceived benefits of genetic engineering, and interest in novel foods with consumer benefits.

Biotechnology acceptance, Consumer choice, Genetically modified foods, Labelling
dx.doi.org/10.1007/s10603-006-9000-7
Journal of Consumer Policy: consumer issues in law, economics and behavioral sciences
Sprott School of Business

Heslop, L.A. (2006). If we label it, will they care? The effect of GM-ingredient labelling on consumer responses. Journal of Consumer Policy: consumer issues in law, economics and behavioral sciences, 29(2), 203–228. doi:10.1007/s10603-006-9000-7