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Effects of labeling a product eco-friendly and genetically modified: A cross-cultural comparison for estimates of taste, willingness to pay and health consequences
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering. (Miljöpsykologi)ORCID iD: 0000-0002-7584-2275
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering. School of Psychology, University of Central Lancashire, Preston, UK.
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering. (Miljöpsykologi)
School of Psychology, University of Central Lancashire, Preston, UK.
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2016 (English)In: Food Quality and Preference, ISSN 0950-3293, E-ISSN 1873-6343, Vol. 50, 65-70 p.Article in journal (Refereed) Published
Abstract [en]

As the demand for eco-friendly food—produced without pesticides and environmentally harmful chemicals—increases, the need to develop genetically modified (GM) organisms that are more resistant to parasites and other environmental crop threats may increase. Because of this, products labeled both “eco-friendly” and “genetically modified” could become commonly available on the market. In this paper, we explore—in a Swedish and a UK sample—the consequences of combining eco-labeling and GM-labeling to judgments of taste, health consequences and willingness to pay for raisins. Participants tasted and evaluated four categories of raisins (eco-labeled and GM-labeled; eco-labeled; GM-labeled; and neither eco-labeled nor GM-labeled). The results suggest that there is a cost associated with adding a GM-label to an eco-labeled product: The GM-label removes the psychological benefits of the eco-label. This negative effect of the GM-label was larger among Swedish participants in comparison with UK participants, because the magnitude of the positive effect of the eco-label was larger in the Swedish sample and, hence, the negative effects of the GM-label became more pronounced. The pattern was somewhat different depending on judgmental dimension. The cost associated with adding a GM-label was larger in estimates of taste and health than in estimates of willingness to pay, at least for the Swedish sample. The roles of individual differences in attitudes, environmental concern and socially desirable responding in relation to the label effects are discussed.

Place, publisher, year, edition, pages
2016. Vol. 50, 65-70 p.
Keyword [en]
Genetically modified, Environment, Eco-label effect, GM-label effect, Cross-culture comparison
National Category
Psychology (excluding Applied Psychology)
Identifiers
URN: urn:nbn:se:hig:diva-21081DOI: 10.1016/j.foodqual.2016.01.007ISI: 000372767300008Scopus ID: 2-s2.0-84956518198OAI: oai:DiVA.org:hig-21081DiVA: diva2:895915
Available from: 2016-01-20 Created: 2016-01-20 Last updated: 2016-06-08Bibliographically approved

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Sörqvist, PatrikMarsh, JohnHolmgren, MattiasHaga, Andreas
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CiteExportLink to record
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Citation style
  • apa
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