How much thought do you put into your grocery purchases? How much do you know about genetically modified (GM) foods? Is a food product being either first- or second- generation genetically modified (GM) or organic/ non- GM, play a role in your grocery shopping decision-making? As a consumer myself, I personally didn’t think much of this topic until I took an in-depth look at an academic case study titled “Willingness to Pay for Foods with Varying Production Traits and Levels of Genetically Modified Content”, by John C. Bernard, Katie Gifford, Kristin Santoral and Daria J. Bernard. In this post I am going to share my findings and hopefully give you a new perspective on grocery shopping.

In today’s modern age, there are a variety of ways food is being produced. Let me break down a few terms and explain what they mean in terms of describing food products. First generation genetically modified (GM) foods mainly focus on production benefits for the producers, AKA the farmers. Sadly, these products aren’t focused too much on the well-being of the consumer. On a better note, the production industry is currently working on the innovative Second- generation GM foods. These food products will be geared more toward consumer benefits by including multiple improvements – including but not limited to better quality, taste and most importantly, better nutrition! Also growing in the production market is organic methods of production - these do NOT contain GM ingredients.

I know what you are probably thinking: “I’m for sure going to stay away from those nasty first generation GM food products”. Sorry to break it to you, but it is not that easy. The United States has no mandatory labeling process established for food products, meaning that there is practically no labeling going on for GM foods. Labeling for non-GM foods is more apparent. This makes its extremely difficult to stay away from certain types of food products because you’re not sure what is what.

The study that I analyzed, led by John C, Bernard, takes an in-depth look on consumer’s willingness to pay for foods based on their different production traits: first generation GM, second generation GM and organic. The study also looks at consumers’ willingness to pay for a non-product, given a tolerance for GM products that may have been added through the production process.

The researchers surveyed students at the University of Delaware and Wesley College in order to collect data. They used students due to the fact that they are the up-and-coming consumers of this generation. However, It was uncertain how the student’s opinions would compare to those of general adult consumers, considering the fact that this generation has been more exposed to GM foods and could have a better outlook on them. The researchers handed out surveys in the classrooms and residence halls. A total of 336 responses were received (Bernard, 2016).

The survey provided the definitions of the word “Genetically modified (GM) foods”, as well as the definition of “Organic Foods”. Then the survey asked questions to measure the respondent’s knowledge of GM and organic foods. After establishing how much the respondent knew, the survey asks questions on “opinions regarding labeling”, and “confidence in the ability of agencies to ensure the safety of the food supply” (Bernard, 2016). Lastly, there were two “willing to pay” questions and some questions regarding demographic information. The most important part of the study was the “willing to pay” questions.

Before conducting the research and analyzing the results, the researchers conducted two hypotheses. They predicted that a consumer’s willingness to pay would decrease as the tolerance level for genetically modified content increased. They also hypothesized that the consumer’s willingness to pay would be less for GM products that focused on improving production, and more for GM versions that’s goals are to improve nutrition or products that are organic. It was also said that a consumer’s knowledge on GM foods could either lesson or increase a consumer’s concern, therefore affecting their willingness to pay.

The results of this study were eye opening. A huge amount of student respondents advocated the labeling of GM food products. The students were also highly confident in the government making sure our food supply is safe. But oddly they also had high confidence in farmers and food companies to ensure safety in our food supply. Lastly, they were asked to rank the importance of food product characteristics. No pesticides/fertilizers was ranked the highest for most respondents. Surprisingly, non-GM was considered least important by most. This is due to peoples’ lack of knowledge on GM foods – go figure!

It is obvious the conclusion of this study. Those respondents with greater knowledge of GM foods or intense concerns about the food they eat were much more interested in organic versions.

So what I want you guys to get from this post is: You need to go out and educate yourself on genetically modified (GM) food products. Before you go out on your next grocery trip, educate yourself. It is for your own good. After doing some research, you will find yourself going organic.