15A-25 |
Consumers' concerns and behaviors related to biotechnology: A comparison of Japanese and American consumers |
M. TOYAMA1, V. N. Hillers1, R. Jussaume2, and J. Shultz1. (1) Dept. of Food Science & Human Nutrition, Washington State Univ., PO Box 646376, Pullman, WA 99164-6376, (2) Dept. of Sociology, Washington State Univ., Wilson 25, Pullman, WA 99164 Recently, Japanese consumers' opposition to genetically modified (GM) foods has been increasing. Americans seem to have less concern about biotechnology than Japanese consumers, therefore a comparison between Japanese and American consumers may suggest different approaches to marketing of GM foods. The objectives of the study were to compare Japanese and American consumers' concerns and behaviors regarding genetically modified foods and levels of trust in regulations and information sources. Similar questionnaires were prepared in Japanese and English. The Japanese questionnaire was mailed to 500 residents of Kumamoto, Japan. The English questionnaire was mailed to 500 Washington residents. Japanese consumers' opinions toward GM foods were divided (positive 16%; neutral/don't know 25%; negative 58%). American consumers were more likely to hold positive attitudes toward GM foods (positive 38%; neutral/don't know 34%; negative 18%). One in six Japanese consumers avoided purchasing imported foods because they might contain genetically modified foods. In contrast, most American consumers (60%) said they were likely to purchase Bt corn containing a pest-resistant gene. Trust in regulation of GM foods varied by country with 77% of Japanese and 26% of Americans stating they felt regulations were too lax. Japanese consumers were less likely than Americans to report trust in most sources of information with the exception of university professors, nutritionists, and environmental groups. Americans were much more trusting of information from federal agencies and less trusting of information from environmental groups than were the Japanese. Both American and Japanese consumers reported the least trust in information from companies producing biotechnology products and food processors. The low level of trust that Japanese consumers place in the ability of Japanese and American governments to regulate GM foods likely leads to limited acceptance of these products. When promoting GM foods to a Japanese audience, trusted sources of information should be used.
Session 15A, Biotechnology
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