20 CHAPTER 3 REVIEW OF CONJOINT ANALYSIS THEORY ...

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members. The following is a brief description of the labels formats presented to the participants. Label A - simple disclosure, “ contains genetically modified ingredients” Label B - “GE” logo, plus inspected and approved by the FDA Label C - “GE” logo plus inspected and approved by the FSIS Label D - “GE” logo, plus contains genetically modified ingredients Label E - the presence of a logo “GE” Label F - text disclosure, “genetically modified to increase vitamin A content” Label G – text disclosure, contains genetically modified ingredients, long term effect not known Label H - Less than 5% of ingredients are genetically modified. Label I - “GE” logo, plus “less than 5% of ingredients are genetically modified” Label J - “GMO FREE” Label K - text disclosure “Genetically modified to reduce pesticides use” When asked how knowledgeable they were about biotechnology, most participants demonstrated some awareness of what biotechnology involves or is associated with. One participant said “ It’s the way they are changing food in a scientific way.” Another participant made reference to “breeding chickens to have a desired trait” as what comes to mind when biotechnology is used. When asked if terms such as genetically engineered, genetically modified, genetically modified organism (GMO) or 29
iotechnology were the same in meaning, participants thought they meant the same, although one participant thought biotechnology sounded safer. When asked if they could presently identify any biotech foods in their supermarkets, most respondents said they could not. However, one participant said that tomatoes she had seen in the market could possibly have been genetically engineered. In general, participants were surprised to learn about the number of consumer food products that contain genetically modified ingredients. When asked where on the package should a biotech disclosure label be placed, 83% of the participants said on the Principal Display Panel (PDP) and the disclosure should be a logo only. After collecting the ranking responses, the moderator facilitated participants’ discussion of the preferred attributes, and those that were not chosen. Label E received the largest total number of first or second place rankings. Participants thought this format was simple and short and is more likely to be seen relative to longer messages. Based on the discussion, participants believed that before Label E can be effectively used, there must be a nationwide education program to provide more information to consumers about biotechnology and labeling. Label D, which was a combination of a logo and a text disclosure, was the participants’ second choice. Label D was chosen because participants said it presented a lot of information. Label G, (caution statement) received very low rankings because participants believed it focused on health and risk, and tells of some inherent danger or risk in using the product. Labels B and C also received low rankings because participant say most times they don’t trust regulatory agencies. In term of the type of disclosure, participant rankings varied widely. Sixty seven percent of the participants believed that food products should be labeled GMO if contents 30
Page 1 and 2: CHAPTER 3 REVIEW OF CONJOINT ANALYS
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