DO WOMEN PERCEIVE GENETICALLY MODIFIED FOOD DIFFERENTLY THAN MEN?

Howard G. Ling

Marilu E. Santos

University of North Carolina at Pembroke

Michael Poletti

Fayetteville State University

ABSTRACT

Foods derived from genetically modified (GM) crops and have been a part of the food

chain in the United States for more than a decade while incurring little of the controversy

exhibited in European countries. GM crops include fruits, vegetables and grains and are the result

of a process by which foreign genes are spliced into a related or non-related species resulting in a

genetically modified organism. This pilot study examines whether female and male consumers

hold different attitudes toward GM food. Surveys of the literature regarding consumer attitudes

toward GM foods in the United States, Europe, and developing economies are presented together

with an analysis of gender differences in consumer behavior with a particular emphasis on food

purchasing.

The results of this initial study offers evidence that suggests that women perceive GM

food to be less useful, less morally acceptable, more personally risky, less economically necessary,

and should be less politically encouraged than their male counterparts. Additionally, women were

found to have a less positive attitude towards purchase of GM foods than men. This study

concludes with a discussion of the ways by which marketers may consider gender differences

when developing marketing strategies for GM food.