Majority of Brazilians don’t recognize GMO label
A study published in Food Research International sought to verify the knowledge of consumers concerning the mandatory labeling of foods containing GM ingredients and analyze the possible motivations behind the willingness of the consumer to buy these foods in Brazil.
Since 2003, Brazilian-specific legislation has stipulated that foods containing more than 1% of genetically modified (GM) ingredients must provide information regarding their origin with an identification symbol on its label. A study published in Food Research International sought to verify the knowledge of consumers concerning the mandatory labeling of foods containing GM ingredients and analyze the possible motivations behind the willingness of the consumer to buy these foods in Brazil.
The researchers conducted surveys with 224 consumers of different socioeconomic levels from Limeira, São Paulo, Brazil. Consumers were asked about socio-demographic variables and were assessed for their knowledge of the symbol for genetically modified ingredients on food labels. Depending on the consumers’ answers about the symbol, they would be directed to a specific set of assertions. In the end, 17 assertions were scored using a 5-point Likert scale to determine their profile. These assertions were categorized into five constructs: social trust, reduced price, perceived risk, perceived quality, and willingness to buy.
The researchers found that most consumers (74.6%) did not recognize the symbol used in the mandatory labeling. However, younger consumers, those with higher education, and those that responded that they have concerns regarding GM foods were more likely to recognize the symbol. Many of the consumers who were able to identify the symbol have found GM labeling difficult to interpret.
Regarding their willingness to buy GM foods, the researchers observed positive responses about the reduced price and perceived quality. However, consumers were less willing to buy GM foods when asked about risk perception. The effect of risk perception was moderated by social trust and perceived quality.
The researchers concluded that “in order to improve the effectiveness of this food policy, the Brazilian Ministry of Health should invest in advertising the labels, targeting the elderly and individuals with lower levels of education.”