Document Type
Article
Publication Date
7-28-2025
Keywords
cultural cognition theory, query theory, consumer preferences, genetically modified foods, rural consumers
Abstract
The consumer acceptance of genetically modified (GM) foods varies widely based on personal values and social context. This study investigates how cultural worldviews—measured through the Individualism–Communitarianism and Hierarchical–Egalitarianism dimensions—affect willingness to pay (WTP) for food labeling attributes related to GM content. We surveyed 932 U.S. primary grocery shoppers and conducted a discrete choice experiment (DCE) with poultry product options. Using a Mixed Logit model and supplemental cognitive data from Query Theory, we find that rural individualists are more accepting of GM-labeled products. At the same time, urban communitarians show a stronger preference for non-GM labels. These results offer insight into how values and thought patterns shape food technology perceptions, with implications for communication and policy.
Citation
Kemper, N. P. (2025). Cultural Worldview and Rural Consumer Preferences for Genetically Modified Foods. Sustainability, 17 (15) https://doi.org/10.3390/su17156843
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Comments
Web of Science
MDPI