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An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

International journal of environmental research and public health, 2021-05, Vol.18 (10), p.5264 [Peer Reviewed Journal]

2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2021 by the authors. 2021 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph18105264 ;PMID: 34063370

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  • Title:
    An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction
  • Author: Raza, Syed Hassan ; Zaman, Umer ; Ferreira, Paulo ; Farías, Pablo
  • Subjects: Advertisements ; Climate change ; Communication ; Consumer behavior ; Consumers ; Food ; Food security ; Food technology ; Genetic modification ; Genetically altered foods ; Genetically engineered microorganisms ; Innovations ; Knowledge ; Literacy ; Malnutrition ; Messages ; Multivariate statistical analysis ; Natural & organic foods ; Perceptions ; Risk management ; Risk perception ; Risk reduction ; Technological change ; Technologists
  • Is Part Of: International journal of environmental research and public health, 2021-05, Vol.18 (10), p.5264
  • Description: Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph18105264
    PMID: 34063370
  • Source: GFMER Free Medical Journals
    PubMed Central
    ProQuest Central
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