Attitudes, perceptions, and trust. Insights from a consumer survey regarding genetically modified banana in Uganda

Enoch M. Kikulwe, Justus Wesseler, Jose Falck-Zepeda

Research output: Contribution to journalArticlepeer-review

78 Scopus citations

Abstract

Genetically modified (GM) crops and food are still controversial. This paper analyzes consumers' perceptions and institutional awareness and trust toward GM banana regulation in Uganda. Results are based on a study conducted among 421 banana-consuming households between July and August 2007. Results show a high willingness to purchase GM banana among consumers. An explanatory factor analysis is conducted to identify the perceptions toward genetic modification. The identified factors are used in a cluster analysis that grouped consumers into segments of GM skepticism, government trust, health safety concern, and food and environmental safety concern. Socioeconomic characteristics differed significantly across segments. Consumer characteristics and perception factors influence consumers' willingness to purchase GM banana. The institutional awareness and trust varied significantly across segments as well. The findings would be essential to policy makers when designing risk-communication strategies targeting different consumer segments to ensure proper discussion and addressing potential concerns about GM technology.

Original languageEnglish
Pages (from-to)401-413
Number of pages13
JournalAppetite
Volume57
Issue number2
DOIs
StatePublished - Oct 2011

Keywords

  • Agriculture
  • Attitudes
  • Banana
  • Consumer
  • Crops
  • GM
  • Genetics
  • Perceptions
  • Uganda

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