The rejection of genetic engineering in consumer surveys is high. At the same time, the market data for GM-free milk showed a different picture for a long time. This discrepancy between consumer attitude and behavior leads to an empirical investigation of possible influencing factors which prevent(ed) consumers from buying GM-free milk. The results of the logistic regression based on a choice experiment show that, in addition to attitude, sociodemographic factors such as age, sex, educational level, and the place of growing up influence the purchasing behavior. Furthermore, concrete plans for action, uncertainty among consumers regarding genetic engineering, and the direct recognizability of the products can be identified as influencing factors. With rising subjective knowledge and educational level, the buying intention for GM-free milk decreases.
|Translated title of the contribution||Mind the Gap: Determinants of the discrepancy between consumer attitude and buying behavior using the example of gm-free milk|
|Journal||Austrian Journal of Agricultural Economics and Rural Studies|
|Publication status||Published - 12 Dec 2018|