The acceptance of genetically modified oilseeds as sources of long chain omega-3 fatty acids: a conjoint study

Cox DN*, Evans G, Mudge HJ
Food Futures National Research Flagship & CSIRO Human Nutrition, PO Box 10041, Adelaide BC, SA 5000, Australia.
*Corresponding author:  david.coxcsiro.au

The purpose of the study was to understand the influence of product (concept) attributes upon consumers’ acceptance of conventional and novel (genetically modified, GM) sources of foods rich in long chain omega-3 fatty acids (LCO3FA).

Conjoint methodology was used.  Text “concepts” (see Table) were presented to 220 consumers.  Fear and coping appraisal towards coronary heart disease (CHD); perceived risk / benefits of the source of LCO3FA (GM oilseeds and fish); current consumption; objective CHD risk factors and socio-demographics were measured.   

The sample clustered into three groups on ratings of risk/benefit of “source of LCO3FA”; liking for base products; perceived severity of and perceived vulnerability to CHD but not socio-demographic variables.

Conjoint and cluster analysis revealed how product attributes, risk/benefit perception and health protection motivation interrelate in respect to acceptance of GM technology with consumer (health) benefits.  Consumers were found to be heterogeneous with some favourable towards GM.