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Public Perceptions of Public Perceptions of Genetically Modified Foods: Genetically Modified Foods:
Americans Know Not What they EatAmericans Know Not What they Eat
William K. Hallman, PhD.William K. Hallman, PhD.Food Policy Institute Food Policy Institute
Cook CollegeCook College
Rutgers UniversityRutgers University
Food For Thought Lecture SeriesOregon State UniversityOctober 12, 2006
OverviewOverview
A series of national telephone surveysA series of national telephone surveys
2001 2003 2004
OverviewOverview
• Funding for the studies was provided by Funding for the studies was provided by a 4-year grant from the USDA - a 4-year grant from the USDA - CSREES IFAFS programCSREES IFAFS program
• Many of the questions are comparable Many of the questions are comparable to those in the Eurobarometer series of to those in the Eurobarometer series of polls of European attitudes toward polls of European attitudes toward biotechnologybiotechnology
Results of National SurveyResults of National Survey
• 1,201 randomly selected 1,201 randomly selected • Response rate 66% of those available and Response rate 66% of those available and
eligibleeligible• Sampling error +/- 3% Sampling error +/- 3% • 95% confidence interval95% confidence interval• All respondents > age 18All respondents > age 18• The latest interviews completed in June 2004The latest interviews completed in June 2004• Data weighted for race/ethnicity and Data weighted for race/ethnicity and
educationeducation
ChinaChina• Collaborator: Jikun Huang / Caiping Zang / Carl Collaborator: Jikun Huang / Caiping Zang / Carl
PrayPray– Center for Chinese Agricultural Policy (CCAP) Center for Chinese Agricultural Policy (CCAP)
researchers researchers
• 1005 Face-to-face interviews with adults 1005 Face-to-face interviews with adults (between the ages of 16 and 70)(between the ages of 16 and 70)
• Samples from 11 coastal cities in 5 provinces Samples from 11 coastal cities in 5 provinces – These provinces make up ~50% of total population These provinces make up ~50% of total population
and 56% of urban populationand 56% of urban population
• Sample population classified as 100% urbanSample population classified as 100% urban• Data collected in September and October 2002Data collected in September and October 2002
OverviewOverview
• 2003 study was replicated in South 2003 study was replicated in South KoreaKorea
2003
South KoreaSouth Korea
• Collaborator: Ho Min JangCollaborator: Ho Min Jang• Korean Research Institute for Korean Research Institute for
Biotechnology and Bioscience (KRIBB)Biotechnology and Bioscience (KRIBB)• 1,054 individuals >age 20 selected using 1,054 individuals >age 20 selected using
proportionate random samplingproportionate random sampling• Face-to-face interviews between April and Face-to-face interviews between April and
May 2003 conducted by Gallup South May 2003 conducted by Gallup South KoreaKorea
OverviewOverview
• Portions of the 2004 survey were replicated in Germany in 2004 Portions of the 2004 survey were replicated in Germany in 2004 (Hans Peter Peters at the Forschungszentrum Juelich) and in (Hans Peter Peters at the Forschungszentrum Juelich) and in Canada in 2005 (John Olsthoorn, Canadian Biotechnology Canada in 2005 (John Olsthoorn, Canadian Biotechnology Secretariat)Secretariat)
2004
Knowledge, Opinion, & InterestKnowledge, Opinion, & Interest
• Focus on Information Focus on Information about GMabout GM– What do people know?What do people know?
• How do they know it?How do they know it?
– What do they want to What do they want to know now?know now?
• How will they find that How will they find that information?information?
– What are they willing to What are they willing to believe?believe?
www.foodpolicyinstitute.orgwww.foodpolicyinstitute.org
Redesigned Measures 2004Redesigned Measures 2004
• Aim to give a more Aim to give a more detailed picture of the detailed picture of the uncertain nature of uncertain nature of Americans’ attitudes Americans’ attitudes and opinionsand opinions– Inclusion of “unsure” Inclusion of “unsure”
option in many option in many questionsquestions
Familiarity with BiotechnologyFamiliarity with Biotechnology
18 63 13 6
10 34 23 33
17 27 42 14
11 29 47 13
14 29 45 12
0 20 40 60 80 100
South Korea 2003
China 2002
U.S. 2004
U.S. 2003
U.S. 2001
Great Deal Some Not Much Nothing at All
How much have you heard or read about genetic modification, genetic engineering or How much have you heard or read about genetic modification, genetic engineering or biotechnology?biotechnology?
56%
Familiarity with BiotechnologyFamiliarity with Biotechnology
11 32 31 25
9 30 33 27
12 25 35 27
10 26 37 26
12 34 24 30
0% 20% 40% 60% 80% 100%
2001
2002
2003
2004
2005
How Much Have you Heard or Read about Biotechnology?
A LotSomeA LittleNothing
Familiarity with BiotechnologyFamiliarity with Biotechnology
10 57 23 9
11 57 21 11
10 56 25 9
6 51 30 13
7 50 30 12
8 48 31 13
0 20 40 60 80 100
U.S. March '03
U.S. March '04
U.S. Jan '05
Canada March '03
Canada March '04
Canada Jan '05
Very familiar Somewhat familiar Not very familiar Not at all familiar
Would you say you are very familiar, somewhat familiar, not very familiar or not at all familiar with biotechnology?
Canadian Biotechnology SecretariatCanadian Biotechnology Secretariat
Awareness of BiotechnologyAwareness of Biotechnology
• Awareness in U.S. has grown modestly Awareness in U.S. has grown modestly in the last two decadesin the last two decades– 1987 study by the office of technology 1987 study by the office of technology
assessment (OTA):assessment (OTA):• 63% heard or read “relatively little” or “almost 63% heard or read “relatively little” or “almost
nothing”nothing”• 6% report having heard or read “a lot”6% report having heard or read “a lot”
Self-assessed KnowledgeSelf-assessed Knowledge
How much do you know about biotechnology, genetic engineering, or genetic modification?
Not a Frequent Topic of ConversationNot a Frequent Topic of Conversation
Before this interview, have you ever discussed biotechnology, genetic engineering, or genetic modification with anyone?
4%
Never
Once or twice
Occasionally
Frequently
16%
17% 63%
How often have you looked for How often have you looked for information about GM food?information about GM food?
89%
4%4% 3%
Never
Once or twice
Three to ninetimesTen or moretimes
Where would you go for information Where would you go for information about GM food?about GM food?
• About 80% say they would go to the internet.About 80% say they would go to the internet.– About 60% say they would search online or About 60% say they would search online or
specified a specific search engine.specified a specific search engine.– About 20% specified a particular website (like About 20% specified a particular website (like
USDA)USDA)
• About 1 in 10 say they would go to the About 1 in 10 say they would go to the library.library.
What about Europe?What about Europe?
2
4
7
10
13
3
7
22
30
37
5
6
13
13
15
90
83
58
46
34
0% 20% 40% 60% 80% 100%
Frequently Occasionally Once or Twice Never
Ever Attended a Public Meeting about Biotechnology?
Ever Searched the Internet to Get Information about Biotechnology?
Ever Talked with Anyone About Biotechnology before Today?
Ever Read Newspaper Stories about Biotechnology?
Ever Heard about Biotechnology on Radio or Television?
- 2006
GM? What GM?GM? What GM?
27
41
32
25 23
52
10
48
41
0%
10%
20%
30%
40%
50%
60%
Yes No Unsure
2001 (n=1203)
2003 (n=1201)
2004 (n= 600)
*
* Unsure included as a response option
As far as you know, are there foods with GM ingredients in supermarkets now?
Have You Ever Eaten a GM Food?Have You Ever Eaten a GM Food?
65
1620
26
15
58
31
46
23
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Unsure
2001 (n=1203)
2003 (n=1201)
2004 (n= 600)
* Unsure included as a read response
*
As far as you know, have you ever eaten any food As far as you know, have you ever eaten any food containing genetically modified ingredients?containing genetically modified ingredients?
What’s out there?What’s out there?Which of the following products are available?Which of the following products are available?
0% 10% 20% 30% 40%
GM Rice
GM Chicken
GM Soybeans
GM Corn
GM Tomatoes
*Shown as percentage of split sample (N = 600) only asked of those who knew GM foods are available.
Are GM foods in supermarkets?Are GM foods in supermarkets?China 2002China 2002
0%
10%
20%
30%
40%
50%
60%
Yes No DK
Have you eaten GM food?Have you eaten GM food?China 2002China 2002
0%
10%
20%
30%
40%
50%
60%
Yes No DK
China – Produce in Market? Eaten?China – Produce in Market? Eaten?Yes (actual)Yes (actual) Yes in Yes in
MarketMarketYes have Yes have EatenEaten
Soybean OilSoybean Oil 18%18% 9%9%
Soy productsSoy products 1818 66
Cotton Seed OilCotton Seed Oil 33 .4.4
No in factNo in fact
Fruit Fruit 4242 2323
TomatoTomato 4545 3535
CabbageCabbage 66 22
GarlicGarlic 66 22
PotatoPotato 1717 77
MaizeMaize 1818 88
RiceRice 1717 77
WheatWheat 1616 55
OthersOthers 22 11
Opinions About BiotechnologyOpinions About Biotechnology
• Being uninformed doesn’t stand in the Being uninformed doesn’t stand in the way of having an way of having an opinionopinion– The number of respondents who report The number of respondents who report
approving or disapproving of biotechnology approving or disapproving of biotechnology typically exceeds the number who report typically exceeds the number who report knowing much about itknowing much about it
Opinions About BiotechnologyOpinions About Biotechnology
• Relatively uninformed opinions are Relatively uninformed opinions are “uncrystallized”“uncrystallized”
• These opinions are:These opinions are:– Not well thought throughNot well thought through– Not strongly heldNot strongly held– Subject to change Subject to change – Influenced by the wording of questionsInfluenced by the wording of questions
• They represent They represent impressionsimpressions
Approval of Plant-based GM FoodApproval of Plant-based GM Food
Plant-based GM food products
49% 47%
39% 41%
11% 12%
0%
10%
20%
30%
40%
50%
60%
2003 2004
Total approve
Total disapprove
Total don't know
Approval of GM food productsApproval of GM food products
23%43%
49%
42%
28%16%
0%10%20%30%40%50%60%70%80%90%
100%
Plant-based Animal-based
Approve
Unsure
Disapprove
Approval of GM food productsApproval of GM food products
15%31%8%
12%
49%
42%
17%11%
11% 5%
0%10%20%30%40%50%60%70%80%90%
100%
Plant-based Animal-based
Strongly approve
Somewhat approve
Unsure
Somewhat disapprove
Strongly disapprove
Approval of GM food productsApproval of GM food products
23%43%
18%
18%12%
12%19%
11%28%
16%
0%10%20%30%40%50%60%70%80%90%
100%
Plant-based Animal-based
Approve
Lean toward approval
Completely unsure/inbetween
Lean toward disapproval
Disapprove
Approval of GM food productsApproval of GM food products
15%31%8%
12%18%
18%12%
12%19%
11%17%11%
11% 5%
0%10%20%30%40%50%60%70%80%90%
100%
Plant-based Animal-based
Strongly approve
Somewhat approve
Lean toward approval
Completely unsure/inbetweenLean toward disapproval
Somewhat disapprove
Strongly disapprove
No change in overall approval*No change in overall approval*
49% 47%
39% 41%
11% 12%
0%
10%
20%
30%
40%
50%
60%
2003 2004
Total approve
Total disapprove
Total don't know
Plant-based GM food products
*This graph groups those who had no opinion initially but said they approved or disapproved in the follow-up question together with those who initially said they approved or disapproved.
0% 20% 40% 60% 80% 100%
Animals/abstract
Plants/abstract
Hormones- Cows give more milk
Beef with less cholesterol
Produce-lasts longer
Produce-better tasting
Sheep Milk- Medicine and Vaccines
Produce-less expensive
Grass- needs less mowing
Rice with enhanced Vitamin A
Hormones like Insulin
More Nutritious Grain
Percent
Strongly ApproveMildly ApproveMildly DisapproveStrongly DisapproveDon’t Know
US (2001) Approval of the Use of Genetic US (2001) Approval of the Use of Genetic Modification to Create:Modification to Create:
0% 20% 40% 60% 80% 100%
Animals/abstract
Plants/abstract
Hormones- Cows give more milk
Beef with less cholesterol
Produce-lasts longer
Produce-better tasting
Sheep Milk- Medicine and Vaccines
Produce-less expensive
Grass- needs less mowing
Rice with enhanced Vitamin A
Hormones like Insulin
More Nutritious Grain
Percent
Strongly ApproveMildly ApproveMildly DisapproveStrongly DisapproveDon’t Know
US (2001) Approval of the Use of Genetic US (2001) Approval of the Use of Genetic Modification to Create:Modification to Create:
0% 20% 40% 60% 80% 100%
Seafood/abstract
Livestock/abstract
Plants/abstract
Livestock fed GM corn
Soybean oil from GM Soy
Tofu from GM Soy
Fruit/Veg. with longer shelf-life
Noodles from GM Wheat
GM Rice
More Nutritious Rice
Percent
Strongly ApproveMildly ApproveNeutralMildly DisapproveStrongly DisapproveDon’t Know
China - Approval of the Use of Genetic China - Approval of the Use of Genetic Modification to Create:Modification to Create:
Willingness to purchase GM foodsWillingness to purchase GM foods
9%
43%
23%
25%Very willing
Somewhat willing
Somewhat unwilling
Very unwilling
Percentage of those in US survey who disapproved Percentage of those in US survey who disapproved of plant-based GM technology who would buy GM of plant-based GM technology who would buy GM
food if….food if….
Label Those ProductsLabel Those ProductsFoods produced through genetic modification should be Foods produced through genetic modification should be
labeled as suchlabeled as such
90%
95%
89%
10%
11%
5%
0% 20% 40% 60% 80% 100%
2001
2003
2004
Agree Disagree
What do People Know about Regulations?What do People Know about Regulations?
Yes (28%)
No (33%)
Unsure (39%)
N=601
Belief that GM Food Products are Required to be Belief that GM Food Products are Required to be Labeled in the United StatesLabeled in the United States
Only 1/3 correctly believe that GM foods do not require labels
Context for Opinion FormationContext for Opinion Formation
• Biotechnology is:Biotechnology is:– An abstract concept for manyAn abstract concept for many– Not high on the issue agenda for most Not high on the issue agenda for most
peoplepeople– Not something about which people have Not something about which people have
been forced to make been forced to make personal personal decisionsdecisions
Deciding About BiotechnologyDeciding About Biotechnology
• Once people make a decision their Once people make a decision their opinions become more crystallizedopinions become more crystallized– They adjust their attitudes and opinions to They adjust their attitudes and opinions to
support their decisionssupport their decisions– They pay attention to confirming informationThey pay attention to confirming information– They discount inconsistent information They discount inconsistent information – They reinterpret disconfirming information to They reinterpret disconfirming information to
support their decisionsupport their decision
Starting PointsStarting Points
• In communicating about GM foods and In communicating about GM foods and crops, it is important to find the right crops, it is important to find the right starting pointsstarting points– These differ between audiencesThese differ between audiences– Efforts should begin with assessments of:Efforts should begin with assessments of:
• What people already know What people already know • How they know itHow they know it• What they want to knowWhat they want to know
What Do People Know?What Do People Know?
• Many have a poor grasp of basic biological, Many have a poor grasp of basic biological, ecological, and environmental conceptsecological, and environmental concepts
• Many have a poor understanding of how food Many have a poor understanding of how food is grown and producedis grown and produced– Only about half (49%) of those in our National Only about half (49%) of those in our National
study said they had heard of traditional study said they had heard of traditional crossbreeding methodscrossbreeding methods
– Only 28% said they had eaten a crossbred fruit or Only 28% said they had eaten a crossbred fruit or vegetablevegetable
What Do People Know (2003)?What Do People Know (2003)?
• People typically overrate their understanding People typically overrate their understanding of science and food productionof science and food production– Our National study: 37% rated their Our National study: 37% rated their
understanding of science as good, very good, or understanding of science as good, very good, or excellentexcellent• Only 20% rate their understanding of science as poorOnly 20% rate their understanding of science as poor
– 75% rated their understanding of food 75% rated their understanding of food production as good, very good, or excellent production as good, very good, or excellent • Only 3% rate their understanding of food production as Only 3% rate their understanding of food production as
poorpoor
What Do People Know?What Do People Know?
• People don’t know what they don’t knowPeople don’t know what they don’t know– Therefore they are unlikely to seek information Therefore they are unlikely to seek information
to fill the gaps that exist in their knowledge to fill the gaps that exist in their knowledge – Unlikely to sit still for educationUnlikely to sit still for education
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Has more preservatives now.
Has a longer shelf life.
Has more pesticides now
Is fresher now.
Is safer now.
Is more nutritous now.
Is healthier now.
Tastes better now.
Is less expensive now relative to the cost ofliving
Strongly Agree
Somewhat Agree
Neither Agree norDisagree
SomewhatDisagree
Strongly Disagree
Compared to 50 years ago, food available in the grocery store. . .
Food Production QuizFood Production Quiz
Most food in the U.S. is produced on Most food in the U.S. is produced on small family farmssmall family farms
26 72 2
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
Most of the farmers in the U.S. work off Most of the farmers in the U.S. work off the farm to supplement their incomethe farm to supplement their income
58 36 6
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
There is enough food produced in the There is enough food produced in the U.S. to feed all the people in this U.S. to feed all the people in this countrycountry
69 29 2
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
Most of the bananas sold in U.S. Most of the bananas sold in U.S. supermarkets are grown in this countrysupermarkets are grown in this country
13 84 3
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
Most of the corn grown in the U.S. is used Most of the corn grown in the U.S. is used to feed animals such as cowsto feed animals such as cows
55 38 6
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
Peanuts grow on treesPeanuts grow on trees
11 84 5
0% 50% 100%
U.S.
True False Don't know
*
Food Production QuizFood Production Quiz
The sweetener used in most foods comes The sweetener used in most foods comes from sugarcanefrom sugarcane
49 46 6
0% 50% 100%
U.S.
True False Don't know
*
First Thought or Image?First Thought or Image?
• One-third (31%) have no first thought or imageOne-third (31%) have no first thought or image• GM evoked the largest percentage of negative GM evoked the largest percentage of negative
responses (21%) responses (21%) – 13% for GE, 11% for Biotech13% for GE, 11% for Biotech
• Biotechnology evoked the most thoughts or images Biotechnology evoked the most thoughts or images related to science (23%)related to science (23%)– 12% for GE, 8% for GM12% for GE, 8% for GM
• Genetic Engineering evoked most images related to Genetic Engineering evoked most images related to cloning (14%)cloning (14%)– 9% for GM, 2% for Biotech9% for GM, 2% for Biotech
• More than half (51%) thought this image was negativeMore than half (51%) thought this image was negative
What Do People Assume?What Do People Assume?
• Many start with negative images of Many start with negative images of biotechnologybiotechnology– Europeans report twice the negative Europeans report twice the negative
images related to biotechnology compared images related to biotechnology compared to U.S. counterpartsto U.S. counterparts
• Many of these images are related to Many of these images are related to science-fictionscience-fiction
What Do People Assume?What Do People Assume?
• Many believe that the “will of God” or Many believe that the “will of God” or the process of “natural selection” has the process of “natural selection” has yielded organisms that are “good,” yielded organisms that are “good,” “natural,” and belong together“natural,” and belong together
• Many believe that GM crops are not Many believe that GM crops are not “natural”“natural”– 54% of U.S. agrees (28% strongly) that 54% of U.S. agrees (28% strongly) that
“Even if genetically modified food has “Even if genetically modified food has advantages, it is basically against nature.”advantages, it is basically against nature.”
What Do People Assume?What Do People Assume?
• Many believe that a “balance of nature” exists Many believe that a “balance of nature” exists that is threatened by GMO’sthat is threatened by GMO’s– 90% of U.S. agrees (69% strongly) that “The 90% of U.S. agrees (69% strongly) that “The
balance of nature can be easily disrupted by balance of nature can be easily disrupted by humans.” humans.”
– 58% of Americans agree that “We have no business 58% of Americans agree that “We have no business meddling with nature.”meddling with nature.”
– 53% of U.S. agrees (29% strongly) that “Genetically 53% of U.S. agrees (29% strongly) that “Genetically modified food threatens the natural order of things.”modified food threatens the natural order of things.”
– 35% agree that “It would be better if we did not 35% agree that “It would be better if we did not know how to do genetic modification at all.”know how to do genetic modification at all.”
What Do People Assume?What Do People Assume?
• Many view GM modification as Many view GM modification as introducing changes into poorly introducing changes into poorly understood complex systemsunderstood complex systems– 74% agree (40% strongly) that “Nature is 74% agree (40% strongly) that “Nature is
so complex it is impossible to predict what so complex it is impossible to predict what will happen with GM Crops.”will happen with GM Crops.”
What Do People Assume?What Do People Assume?
• Many believe that humans are fallible, Many believe that humans are fallible, so mistakes are inevitableso mistakes are inevitable– 80% agree (43% strongly) that “Humans 80% agree (43% strongly) that “Humans
are not perfect, so serious accidents are not perfect, so serious accidents involving genetically modified foods are involving genetically modified foods are bound to happen.”bound to happen.”
What Do People Assume?What Do People Assume?
• Many believe that GM crops were Many believe that GM crops were created because “they could be.”created because “they could be.”– Nearly three-quarters of Americans (73%) Nearly three-quarters of Americans (73%)
agree that “Most GM foods were created agree that “Most GM foods were created because scientists were able to make because scientists were able to make them, not because the public wanted them, not because the public wanted them.”them.”
What Do People Assume?What Do People Assume?
• Many believe that companies put profits Many believe that companies put profits over safety and public welfare.over safety and public welfare.– 68% of Americans agree that “Companies 68% of Americans agree that “Companies
involved in creating GM crops believe involved in creating GM crops believe profits are more important than safety.”profits are more important than safety.”
What Do People Assume?What Do People Assume?
• Many believe that the risks of GM warrant strict Many believe that the risks of GM warrant strict regulations, but the government has neither the regulations, but the government has neither the tools nor motivation to properly regulate.tools nor motivation to properly regulate.– Three-quarters of Americans agree that “The Three-quarters of Americans agree that “The
potential danger from genetic modification is so potential danger from genetic modification is so great that strict regulations are necessary.”great that strict regulations are necessary.”
– 59% of those in the U.S. agree that “The 59% of those in the U.S. agree that “The government does not have the tools to properly government does not have the tools to properly regulate GM foods.”regulate GM foods.”
– Only 30% agree that “Government regulators have Only 30% agree that “Government regulators have the best interests of the public in mind.”the best interests of the public in mind.”
What do People Know about Regulations?What do People Know about Regulations?
Yes (29%)
No (13%)
Unsure (59%)
N=1201
Belief that GM Food Products are Tested for Human SafetyBelief that GM Food Products are Tested for Human Safety
Fewer than 1/3 believe that GM products are tested to ensure they are safe for humans
What do People Know about Regulations?What do People Know about Regulations?
Yes (29%)
No (13%)
Unsure (59%)
N=1201
Belief that GM Food Products are Tested for Belief that GM Food Products are Tested for Environmental SafetyEnvironmental Safety
Fewer than 1/3 believe that GM products are tested to ensure they are safe for the environment
Change in Willingness to Change in Willingness to Purchase GM FoodsPurchase GM Foods
• Americans are more willing to purchase GM Americans are more willing to purchase GM foods if they if they are certified ‘safe’ by:foods if they if they are certified ‘safe’ by:
0% 25% 50% 75% 100%
Biotech Industry
Environmental/ Consumer Orgs
EPA
Medical/ Scientific Orgs
USDA
FDA
Much more willing Somewhat more willing No difference
Somewhat less willing Much less willing
What Do People Assume?What Do People Assume?
• In the U.S. Many believe that farming is In the U.S. Many believe that farming is a “noble,” “wholesome” and “romantic” a “noble,” “wholesome” and “romantic” occupationoccupation
• Many dream of moving to rural Many dream of moving to rural agricultural areas or “the countryside”agricultural areas or “the countryside”
What Do People Assume?What Do People Assume?
• Many believe that farmers would prefer to Many believe that farmers would prefer to farm organically but are forced to use farm organically but are forced to use chemical inputschemical inputs– 57% of Americans believe that “Most farmers 57% of Americans believe that “Most farmers
would prefer to farm organically rather than use would prefer to farm organically rather than use chemical pesticides and fertilizers.”chemical pesticides and fertilizers.”
• Like pesticides, GM is often seen as an Like pesticides, GM is often seen as an artificial “intervention”artificial “intervention”
What Do People Assume?What Do People Assume?
• Many believe that farmers will adopt GM Many believe that farmers will adopt GM crops because “they won’t have any choice”crops because “they won’t have any choice”– 38% believe that “Farmers will have to plant 38% believe that “Farmers will have to plant
genetically modified crops or go out of business.”genetically modified crops or go out of business.”
What Do People Know What Do People Know AboutAbout the Science? the Science?
• 11-item true/false quiz about basic 11-item true/false quiz about basic concepts related to genetics and GM concepts related to genetics and GM foodfood
• On average, in 2003 Americans On average, in 2003 Americans answered 7 questions correctly, in 2004 answered 7 questions correctly, in 2004 only 4.7 correctonly 4.7 correct
• The addition of the “unsure” option The addition of the “unsure” option drastically changed responses.drastically changed responses.
2003 (n=1202)2003 (n=1202) 2004 (n=600)2004 (n=600)
CorrectCorrect UnsureUnsure CorrectCorrect UnsureUnsure
By eating a GM fruit, a person’s genes could also become By eating a GM fruit, a person’s genes could also become modifiedmodified
68%68% 15%15% 46%46% 41%41%
The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 73%73% 9%9% 57%57% 31%31%
GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 57%57% 18%18% 37%37% 47%47%
It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 48%48% 18%18% 30%30% 52%52%
Tomatoes modified with genes from a catfish would probably Tomatoes modified with genes from a catfish would probably taste fishytaste fishy
60%60% 13%13% 42%42% 43%43%
Cloning produces genetically identical copiesCloning produces genetically identical copies 69%69% 8%8% 54%54% 30%30%
More than half the human genes are identical to those of More than half the human genes are identical to those of chimpanzeeschimpanzees
55%55% 16%16% 41%41% 44%44%
New: Scientists sometimes genetically modify plants so that New: Scientists sometimes genetically modify plants so that they cannot reproduce.they cannot reproduce.
N/AN/A N/AN/A 45%45% 46%46%
New: Larger organisms have more genesNew: Larger organisms have more genes N/AN/A N/AN/A 37%37% 47%47%
New: Most of the soybeans grown in the U.S. are a genetically New: Most of the soybeans grown in the U.S. are a genetically modified varietymodified variety
N/AN/A N/AN/A 27%27% 61%61%
New: GM corn is required to be kept separate from non-GM corn.New: GM corn is required to be kept separate from non-GM corn. N/AN/A N/AN/A 12%12% 49%49%
Basic genetics/science quiz with longitudinal comparisons
Adding the “unsure” choice brings Adding the “unsure” choice brings US numbers closer to EuropeUS numbers closer to Europe
Percent CorrectPercent Correct
USUS20032003
EuropeEurope2002*2002*
By eating a GM fruit, a person’s genes could also become By eating a GM fruit, a person’s genes could also become modifiedmodified
68%68% 49%49%
The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 73%73% 53%53%
GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 57%57% 38%38%
It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 48%48% 26%26%
Cloning produces genetically identical copiesCloning produces genetically identical copies 69%69% 66%66%
More than half the human genes are identical to those of More than half the human genes are identical to those of chimpanzeeschimpanzees
55%55% 52%52%
*Eurobarometer 58.0
Questions in common
Adding the “unsure” choice brings Adding the “unsure” choice brings US numbers closer to EuropeUS numbers closer to Europe
Percent CorrectPercent Correct
USUS20042004
EuropeEurope2002*2002*
By eating a GM fruit, a person’s genes could also become By eating a GM fruit, a person’s genes could also become modifiedmodified
46%46% 49%49%
The mother’s genes determine whether a child is a girlThe mother’s genes determine whether a child is a girl 57%57% 53%53%
GM animals are always bigger than ordinary animalsGM animals are always bigger than ordinary animals 37%37% 38%38%
It is not possible to transfer animal genes into plantsIt is not possible to transfer animal genes into plants 30%30% 26%26%
Cloning produces genetically identical copiesCloning produces genetically identical copies 54%54% 66%66%
More than half the human genes are identical to those of More than half the human genes are identical to those of chimpanzeeschimpanzees
41%41% 52%52%
*Eurobarometer 58.0
Questions in common
Media CoverageMedia Coverage• Coverage by the US print media seems to represent Coverage by the US print media seems to represent
a narrow slice of the agricultural biotechnology story a narrow slice of the agricultural biotechnology story – Coverage appears to be event driven, resulting in peaks in Coverage appears to be event driven, resulting in peaks in
coverage resulting in greater issue visibility coverage resulting in greater issue visibility
• It is likely that the public becomes aware of It is likely that the public becomes aware of agricultural biotechnology through media coverage of agricultural biotechnology through media coverage of peak eventspeak events
• Coverage tends to frame the issue in terms of Coverage tends to frame the issue in terms of general science framing….general science framing….
– Genius and opportunity (Progress/Prospect)Genius and opportunity (Progress/Prospect)• OROR
– Danger and madness (Runaway/Pandora)Danger and madness (Runaway/Pandora)
ImplicationsImplications• Media coverage: Media coverage:
– Infrequent and around peak events Infrequent and around peak events – Framed as either progress or pandoraFramed as either progress or pandora– Limited explanation of the scienceLimited explanation of the science
• Consumers have limited understanding of the Consumers have limited understanding of the sciencescience– heuristically process the information they do receiveheuristically process the information they do receive
• Readers are left with a vague recollection of Readers are left with a vague recollection of events and the technologyevents and the technology
• Few have the ability to separate fact from fictionFew have the ability to separate fact from fiction
News Story RecognitionNews Story RecognitionHeard of itHeard of it
(N=600)(N=600)
Pollen from GM corn was shown to kill butterfly larva in a Pollen from GM corn was shown to kill butterfly larva in a laboratorylaboratory
8%8%
GM crops have been detected in countries where it is not legal GM crops have been detected in countries where it is not legal to plant themto plant them
16%16%
A large fast-food company used chickens so altered by genetic A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ anymore *modification that they can’t be called ‘chicken’ anymore *
18%18%
Some people have had allergic reactions to GM foods *Some people have had allergic reactions to GM foods * 24%24%
GM crops only approved for animal consumption have GM crops only approved for animal consumption have accidentally been included in human food accidentally been included in human food
26%26%
Some African nations have refused to accept imports of GM Some African nations have refused to accept imports of GM grain from the United Statesgrain from the United States
26%26%
There have been demonstrations against GM food in many There have been demonstrations against GM food in many European countriesEuropean countries
36%36%
* Not true.
News Story RecognitionNews Story Recognition
Heard of itHeard of it(N=600)(N=600)
BelievableBelievable(N=600)(N=600)
Pollen from GM corn was shown to kill butterfly larva in a Pollen from GM corn was shown to kill butterfly larva in a laboratorylaboratory
8%8% 62%62%
GM crops have been detected in countries where it is GM crops have been detected in countries where it is not legal to plant themnot legal to plant them
16%16% 80%80%
A large fast-food company used chickens so altered by A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ genetic modification that they can’t be called ‘chicken’ anymore *anymore *
18%18% 56%56%
Some people have had allergic reactions to GM foods *Some people have had allergic reactions to GM foods * 24%24% 87%87%
GM crops only approved for animal consumption have GM crops only approved for animal consumption have accidentally been included in human food accidentally been included in human food
26%26% 81%81%
Some African nations have refused to accept imports of Some African nations have refused to accept imports of GM grain from the United StatesGM grain from the United States
26%26% 77%77%
There have been demonstrations against GM food in There have been demonstrations against GM food in many European countriesmany European countries
36%36% 84%84%
* Not true
ConclusionsConclusions
• Americans remain unaware and not Americans remain unaware and not very knowledgeable about GM foodsvery knowledgeable about GM foods
• Most still unsure about how they feelMost still unsure about how they feel
• But, they report interest in the topicBut, they report interest in the topic
ConclusionsConclusions
• Because most American’s have not made up Because most American’s have not made up their minds, their opinions are:their minds, their opinions are:– Often equivocalOften equivocal– Highly malleableHighly malleable– Sensitive to:Sensitive to:
• Question wordingQuestion wording• What the technology is called (GM, GE, Biotechnology)What the technology is called (GM, GE, Biotechnology)• The organisms involvedThe organisms involved• The intended purpose of the productThe intended purpose of the product• Descriptions of potential benefits or risksDescriptions of potential benefits or risks
ConclusionsConclusions
• This is both good and bad newsThis is both good and bad news– There is still an opportunity to have a There is still an opportunity to have a
dialoguedialogue– BUT, uncrystallized opinions are open to BUT, uncrystallized opinions are open to
manipulationmanipulation– Most have little ability to separate fact from Most have little ability to separate fact from
fictionfiction
A Common MistakeA Common Mistake
• Using an expert model of what people Using an expert model of what people needneed to know as a starting point to know as a starting point– People are less willing to be “educated” People are less willing to be “educated”
than they are to have their questions than they are to have their questions answeredanswered
Limited Success of Education about Limited Success of Education about ‘the Science’‘the Science’
• Efforts to educate about the ‘science’ behind Efforts to educate about the ‘science’ behind many of these technologies have had limited many of these technologies have had limited success because they overestimate:success because they overestimate:– The level of public understanding of the basic The level of public understanding of the basic
science science – The level of interest most laypeople have in the The level of interest most laypeople have in the
scientific scientific detailsdetails that underlie most emerging that underlie most emerging technologiestechnologies
– Their willingness to sit still for discourses about Their willingness to sit still for discourses about such minutia such minutia
What Do People Want to Know?What Do People Want to Know?
• Who is creating biotech products?Who is creating biotech products?– Do they really fit the stereotypes of “mad Do they really fit the stereotypes of “mad
scientists?”scientists?”– Do we share the same values?Do we share the same values?
• Why is this biotech product a good Why is this biotech product a good thing?thing?– Does it solve a problem?Does it solve a problem?– What’s wrong with what we’ve got?What’s wrong with what we’ve got?– What organisms were involved?What organisms were involved?
What Do People Want to Know?What Do People Want to Know?
• Who’s making sure this is a good thing?Who’s making sure this is a good thing?– Can I trust them to look out for the Can I trust them to look out for the
common good?common good?– Would they make the same decision I Would they make the same decision I
would?would?– Do I need to be my own advocate?Do I need to be my own advocate?– Who’s watching the watchers?Who’s watching the watchers?
What Do People Want to Know?What Do People Want to Know?
• What’s the potential downside?What’s the potential downside?– What are the possible negative What are the possible negative
consequences?consequences?– How likely are these consequences?How likely are these consequences?– Would I be affected?Would I be affected?– Are the consequences permanent?Are the consequences permanent?– Who would be responsible for these Who would be responsible for these
consequences?consequences?
What Do People Want to Know?What Do People Want to Know?
• Interestingly, few people want detailed Interestingly, few people want detailed information about information about howhow the crop was the crop was producedproduced
Can The Public Reach The Right Can The Public Reach The Right Decision?Decision?
• YesYes– But it depends on what your definition of But it depends on what your definition of
“right”“right”– Public perceptions are unlikely to match Public perceptions are unlikely to match
expert perceptions of GM cropsexpert perceptions of GM crops
Can the Public Reach the Right Can the Public Reach the Right Decision?Decision?
• We tend to believe that:We tend to believe that:– others share our values others share our values – know many of the same things we doknow many of the same things we do– are naturally interested in the same things are naturally interested in the same things
we arewe are
• We generally overestimate how We generally overestimate how representative our knowledge and representative our knowledge and opinions areopinions are
Can The Public Reach The Right Can The Public Reach The Right Decision?Decision?
• We also tend to believe that given the We also tend to believe that given the same set of facts, others would come to same set of facts, others would come to the same set of conclusions the same set of conclusions – This belief is strongly held by scientistsThis belief is strongly held by scientists– This belief is also socially reinforcedThis belief is also socially reinforced
• We tend to choose friends and colleagues with We tend to choose friends and colleagues with similar values and interests who similar values and interests who dodo think much think much the same way we do the same way we do
– In part, this is why we enjoy our associations with themIn part, this is why we enjoy our associations with them
Can The Public Reach The Right Can The Public Reach The Right Decision?Decision?
• The result is that we tend to think that everyone The result is that we tend to think that everyone does (or should) think the same way we dodoes (or should) think the same way we do
• When we find out that everyone When we find out that everyone does notdoes not think think like we do, the natural tendency is to question like we do, the natural tendency is to question the competency or motives of those who do not the competency or motives of those who do not agree with us agree with us
• As a result, it is easy for those who work with As a result, it is easy for those who work with biotechnology to conclude that when it comes to biotechnology to conclude that when it comes to perceptions of biotechnology, the public is perceptions of biotechnology, the public is inconsistent and “irrational”inconsistent and “irrational”
Is The Public Irrational?Is The Public Irrational?
• But, the public is But, the public is notnot irrational irrational• Irrationality implies that the public Irrationality implies that the public cannotcannot
make decisions about the acceptability of make decisions about the acceptability of biotechnologybiotechnology
• What most surveys suggest is that much of What most surveys suggest is that much of the public the public has nothas not made decisions about the made decisions about the acceptability of biotechnologyacceptability of biotechnology– It simply has not been very high on their agenda It simply has not been very high on their agenda
of things to think aboutof things to think about
Dangers in Believing the Public Dangers in Believing the Public Is IrrationalIs Irrational
• There are several real dangers in believing There are several real dangers in believing that the public is irrational when it comes to that the public is irrational when it comes to making decisions about biotechnology.making decisions about biotechnology.– The first is concluding that since the public is The first is concluding that since the public is
irrational, efforts to provide information and irrational, efforts to provide information and education are a waste of time and money.education are a waste of time and money.
– The second is concluding that since the public is The second is concluding that since the public is irrational they cannot make “good” decisions irrational they cannot make “good” decisions about biotechnology.about biotechnology.
• As such, those who As such, those who areare rational (the experts) should rational (the experts) should make decisions that are “good for the public.”make decisions that are “good for the public.”
Dangers in Believing the Public Dangers in Believing the Public Is IrrationalIs Irrational
– These conclusions are dangerous.These conclusions are dangerous.• The first nearly ensures that the public will not The first nearly ensures that the public will not
have the tools needed to make informed have the tools needed to make informed decisions.decisions.
• The second nearly ensures that the public will The second nearly ensures that the public will become angry that decisions about the become angry that decisions about the acceptability of a perceived risk are being acceptability of a perceived risk are being made for them.made for them.
For More Information:For More Information:
William K. Hallman, PhDWilliam K. Hallman, PhDDirectorDirectorFood Policy InstituteFood Policy InstituteCook CollegeCook CollegeRutgers UniversityRutgers UniversityNew Brunswick, NJ 08901-8520New Brunswick, NJ 08901-8520(732) 932-1966 x 3103(732) 932-1966 x [email protected]@aesop.rutgers.eduwww.foodpolicyinstitute.orgwww.foodpolicyinstitute.org