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Consumer attitudes and biotech acceptance |
C. TONER, Health Communications, International Food Information Council, 1100 Connecticut Ave. N.W., Ste. 430, Washington, DC 20036 The September 2001 survey conducted for the International Food Information Council (IFIC) found that nearly 2/3 of Americans believe and can state how “biotech” will benefit them or their families in the next 5 years. Consumers anticipate benefits including: improved health and nutrition; improved quality, taste, and variety of foods; reduced chemical and pesticide use on plants; reduced cost of food; and improved crops and crop yields. The survey also found that consumers are not calling for mandatory labeling of foods produced using biotech. In fact, 65% either support or do not oppose the Food and Drug Administration (FDA) policy on the labeling of foods produced through biotech. Also, examination of attitudinal trends since 1997 and media content (Food for Thought, 1995-2001) reveals a potential relationship between the two. Without a fundamental understanding of consumer attitudes, food biotechnology communications may miss the target in accurately identifying and effectively addressing consumers’ information needs. It is equally vital to determine preconceptions, underlying attitudes, beliefs, and expectations regarding these issues. Consumer attitudes are determined by a logic of emotion that involves value concepts, respect for natural order, perception of progressive evolution over time, concepts of commitment and responsible involvement, and the expectation of meaningful benefits. Effective food biotech communication principles, developed in consideration of current U.S. consumer attitudes, values, beliefs, and expectations, will be detailed in this presentation, as well as the critical importance of how language affects consumer acceptance of food biotechnology. International Food Information Council (IFIC) is a nonprofit organization that communicates sound science-based information on food safety and nutrition topics to health professionals, journalists, government officials, and consumers. IFIC’s programs are supported by the broad-based food, beverage and agricultural industries. IFIC materials can be found online at http://ific.org.
Session 34, Biotechnology to improve quality of fruits and vegetables: Potential, safety and consumer acceptability
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