ABSTRACT
Concern about biotechnology continues to be low on consumers’ list of concerns. When asked to volunteer food-related concerns, only 2% express concerns about the safety of foods modified by biotechnology. People support applications that benefit the environment; modifications that provide direct consumer benefits, such as increased nutritional value or better taste, are endorsed by slightly fewer people. Most consumer research has focused on plant applications of biotechnology; modification of animals may be more emotionally charged. Few European consumers consider themselves knowledgeable about biotechnology. Knowledge of basic biology is lacking, putting people at risk for misinformation. A sizable percentage of Europeans consider genetically modified plants very different from traditional plants and believe their personal genetic material will change if they consume genetically modified food. Among applications of biotechnology, more Europeans consider medical applications useful and appropriate for support when compared to other applications. Consumers are interested in information on the relationship between health and diet. Health-related applications may be well received with the appropriate communication program. Communication with Europeans intended to correct misinformation and describe potential benefits of biotechnology is challenging since few consumers trust government and industry information sources. 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.
