Can you cite that? Describing Tennessee consumers’ use of GMO information channels and sources

Abstract

The purpose of this study was to better understand where and how Tennessee consumers receive information about genetically modified (GM) products by examining the use of informational channels and sources among consumers with negative-leaning, neutral, and positive-leaning perceptions of GM products. Twenty percent of respondents were categorized as having negative-leaning perceptions, roughly two-thirds held neutral perceptions, and only 10% of respondents had positive-leaning perceptions. The use of information channels was similar across all perception groups, with websites, word-of-mouth communication, television, and social media as the primary channels used. However, respondents with negative GM perceptions primarily used food bloggers, family, and friends as informational sources, while those with positive-leaning perceptions used food scientists, USDA professionals, and agricultural producers. The findings of this study offer implications for a variety of audiences and communication goals, whether such goals be to market to an existing consumer base or develop an educational campaign to address misconceptions among consumer groups.