Public Perceptions of Genetically Modified Foods: Americans Know Not What they Eat William K. Hallman, PhD. Food Policy Institute Cook College Rutgers University Food For Thought Lecture Series Oregon State University October 12, 2006

Overview A series of national telephone surveys

Overview Funding for the studies was provided by a 4-year grant from the USDA - CSREES IFAFS programFunding for the studies was provided by a 4-year grant from the USDA - CSREES IFAFS program Many of the questions are comparable to those in the Eurobarometer series of polls of European attitudes toward biotechnologyMany of the questions are comparable to those in the Eurobarometer series of polls of European attitudes toward biotechnology

Results of National Survey 1,201 randomly selected1,201 randomly selected Response rate 66% of those available and eligibleResponse rate 66% of those available and eligible 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 educationData weighted for race/ethnicity and education

Overview 2001 study was replicated in China2001 study was replicated in China 2001

China Collaborator: Jikun Huang / Caiping Zang / Carl PrayCollaborator: Jikun Huang / Caiping Zang / Carl Pray –Center for Chinese Agricultural Policy (CCAP) researchers 1005 Face-to-face interviews with adults (between the ages of 16 and 70)1005 Face-to-face interviews with adults (between the ages of 16 and 70) Samples from 11 coastal cities in 5 provincesSamples from 11 coastal cities in 5 provinces –These provinces make up ~50% of total population and 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

China - Sampling

Overview 2003 study was replicated in South Korea2003 study was replicated in South Korea 2003

South Korea Collaborator: Ho Min JangCollaborator: Ho Min Jang Korean Research Institute for Biotechnology and Bioscience (KRIBB)Korean Research Institute for Biotechnology and Bioscience (KRIBB) 1,054 individuals >age 20 selected using proportionate random sampling1,054 individuals >age 20 selected using proportionate random sampling Face-to-face interviews between April and May 2003 conducted by Gallup South KoreaFace-to-face interviews between April and May 2003 conducted by Gallup South Korea

Overview Portions of the 2004 survey were replicated in Germany in 2004 (Hans Peter Peters at the Forschungszentrum Juelich) and in Canada in 2005 (John Olsthoorn, Canadian Biotechnology Secretariat)Portions of the 2004 survey were replicated in Germany in 2004 (Hans Peter Peters at the Forschungszentrum Juelich) and in Canada in 2005 (John Olsthoorn, Canadian Biotechnology Secretariat) 2004

Knowledge, Opinion, & Interest Focus on Information about GMFocus on Information about GM –What do people know? How do they know it?How do they know it? –What do they want to know now? How will they find that information?How will they find that information? –What are they willing to believe?

Redesigned Measures 2004 Aim to give a more detailed picture of the uncertain nature of Americans’ attitudes and opinionsAim to give a more detailed picture of the uncertain nature of Americans’ attitudes and opinions –Inclusion of “unsure” option in many questions

Familiarity with Biotechnology How much have you heard or read about genetic modification, genetic engineering or biotechnology? 56%

Familiarity with Biotechnology

Would you say you are very familiar, somewhat familiar, not very familiar or not at all familiar with biotechnology?

Awareness of Biotechnology Awareness in U.S. has grown modestly in the last two decadesAwareness in U.S. has grown modestly in the last two decades –1987 study by the office of technology assessment (OTA): 63% heard or read “relatively little” or “almost nothing”63% heard or read “relatively little” or “almost nothing” 6% report having heard or read “a lot”6% report having heard or read “a lot”

Self-assessed Knowledge How much do you know about biotechnology, genetic engineering, or genetic modification?

Not a Frequent Topic of Conversation Before this interview, have you ever discussed biotechnology, genetic engineering, or genetic modification with anyone? 4% 16% 17% 63%

How often have you looked for information about GM food?

Where would you go for information 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 specified a specific search engine. –About 20% specified a particular website (like USDA) About 1 in 10 say they would go to the library.About 1 in 10 say they would go to the library.

What about Europe? 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?

GM? What GM? * * 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? * Unsure included as a read response * As far as you know, have you ever eaten any food containing genetically modified ingredients?

What’s out there? Which of the following products are available? *Shown as percentage of split sample (N = 600) only asked of those who knew GM foods are available.

Are GM foods in supermarkets? China 2002

Have you eaten GM food? China 2002

China – Produce in Market? Eaten? Yes (actual) Yes in Market Yes have Eaten Soybean Oil Soybean Oil18%9% Soy products Soy products186 Cotton Seed Oil Cotton Seed Oil3.4 No in fact Fruit Fruit4223 Tomato Tomato4535 Cabbage Cabbage62 Garlic Garlic62 Potato Potato177 Maize Maize188 Rice Rice177 Wheat Wheat165 Others Others21

Opinions About Biotechnology Being uninformed doesn’t stand in the way of having an opinionBeing uninformed doesn’t stand in the way of having an opinion –The number of respondents who report approving or disapproving of biotechnology typically exceeds the number who report knowing much about it

Opinions About Biotechnology Relatively uninformed opinions are “uncrystallized”Relatively uninformed opinions are “uncrystallized” These opinions are: These opinions are: –Not well thought through –Not strongly held –Subject to change –Influenced by the wording of questions They represent impressionsThey represent impressions

Approval of Plant-based GM Food Plant-based GM food products

Response pattern

Approval of GM food products

No change in overall approval* 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.

US (2001) Approval of the Use of Genetic Modification to Create:

China - Approval of the Use of Genetic Modification to Create:

Willingness to purchase GM foods

Percentage of those in US survey who disapproved of plant-based GM technology who would buy GM food if….

Label Those Products Foods produced through genetic modification should be labeled as such

What do People Know about Regulations? Yes (28%) No (33%) Unsure (39%) N=601 Belief that GM Food Products are Required to be Labeled in the United States Only 1/3 correctly believe that GM foods do not require labels

Context for Opinion Formation Biotechnology is:Biotechnology is: –An abstract concept for many –Not high on the issue agenda for most people –Not something about which people have been forced to make personal decisions

Deciding About Biotechnology Once people make a decision their opinions become more crystallizedOnce people make a decision their opinions become more crystallized –They adjust their attitudes and opinions to support their decisions –They pay attention to confirming information –They discount inconsistent information –They reinterpret disconfirming information to support their decision

Starting Points In communicating about GM foods and crops, it is important to find the right starting pointsIn communicating about GM foods and crops, it is important to find the right starting points –These differ between audiences –Efforts should begin with assessments of: What people already knowWhat people already know How they know itHow they know it What they want to knowWhat they want to know

What Do People Know? Many have a poor grasp of basic biological, ecological, and environmental conceptsMany have a poor grasp of basic biological, ecological, and environmental concepts Many have a poor understanding of how food is grown and producedMany have a poor understanding of how food is grown and produced –Only about half (49%) of those in our National study said they had heard of traditional crossbreeding methods –Only 28% said they had eaten a crossbred fruit or vegetable

What Do People Know (2003)? People typically overrate their understanding of science and food productionPeople typically overrate their understanding of science and food production –Our National study: 37% rated their understanding of science as good, very good, or excellent Only 20% rate their understanding of science as poorOnly 20% rate their understanding of science as poor –75% rated their understanding of food production as good, very good, or excellent Only 3% rate their understanding of food production as poorOnly 3% rate their understanding of food production as poor

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 to fill the gaps that exist in their knowledge –Unlikely to sit still for education

Compared to 50 years ago, food available in the grocery store...

Food Production Quiz Most food in the U.S. is produced on small family farms *

Food Production Quiz Most of the farmers in the U.S. work off the farm to supplement their income *

Food Production Quiz There is enough food produced in the U.S. to feed all the people in this country *

Food Production Quiz Most of the bananas sold in U.S. supermarkets are grown in this country *

Food Production Quiz Most of the corn grown in the U.S. is used to feed animals such as cows *

Food Production Quiz Peanuts grow on trees *

Food Production Quiz The sweetener used in most foods comes from sugarcane *

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 responses (21%)GM evoked the largest percentage of negative responses (21%) –13% for GE, 11% for Biotech Biotechnology evoked the most thoughts or images related to science (23%)Biotechnology evoked the most thoughts or images related to science (23%) –12% for GE, 8% for GM Genetic Engineering evoked most images related to cloning (14%)Genetic Engineering evoked most images related to cloning (14%) –9% 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? Many start with negative images of biotechnologyMany start with negative images of biotechnology –Europeans report twice the negative images related to biotechnology compared to U.S. counterparts Many of these images are related to science-fictionMany of these images are related to science-fiction

What Do People Assume? Many believe that the “will of God” or the process of “natural selection” has yielded organisms that are “good,” “natural,” and belong togetherMany believe that the “will of God” or the process of “natural selection” has yielded organisms that are “good,” “natural,” and belong together Many believe that GM crops are not “natural”Many believe that GM crops are not “natural” –54% of U.S. agrees (28% strongly) that “Even if genetically modified food has advantages, it is basically against nature.”

What Do People Assume? Many believe that a “balance of nature” exists that is threatened by GMO’sMany believe that a “balance of nature” exists that is threatened by GMO’s –90% of U.S. agrees (69% strongly) that “The balance of nature can be easily disrupted by humans.” –58% of Americans agree that “We have no business meddling with nature.” –53% of U.S. agrees (29% strongly) that “Genetically modified food threatens the natural order of things.” –35% agree that “It would be better if we did not know how to do genetic modification at all.”

What Do People Assume? Many view GM modification as introducing changes into poorly understood complex systemsMany view GM modification as introducing changes into poorly understood complex systems –74% agree (40% strongly) that “Nature is so complex it is impossible to predict what will happen with GM Crops.”

What Do People Assume? Many believe that humans are fallible, so mistakes are inevitableMany believe that humans are fallible, so mistakes are inevitable –80% agree (43% strongly) that “Humans are not perfect, so serious accidents involving genetically modified foods are bound to happen.”

What Do People Assume? Many believe that GM crops were created because “they could be.”Many believe that GM crops were created because “they could be.” –Nearly three-quarters of Americans (73%) agree that “Most GM foods were created because scientists were able to make them, not because the public wanted them.”

What Do People Assume? Many believe that companies put profits over safety and public welfare.Many believe that companies put profits over safety and public welfare. –68% of Americans agree that “Companies involved in creating GM crops believe profits are more important than safety.”

What Do People Assume? Many believe that the risks of GM warrant strict regulations, but the government has neither the tools nor motivation to properly regulate.Many believe that the risks of GM warrant strict regulations, but the government has neither the tools nor motivation to properly regulate. –Three-quarters of Americans agree that “The potential danger from genetic modification is so great that strict regulations are necessary.” –59% of those in the U.S. agree that “The government does not have the tools to properly regulate GM foods.” –Only 30% agree that “Government regulators have the best interests of the public in mind.”

What do People Know about Regulations? Yes (29%) No (13%) Unsure (59%) N=1201 Belief 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? Yes (29%) No (13%) Unsure (59%) N=1201 Belief that GM Food Products are Tested for Environmental Safety Fewer than 1/3 believe that GM products are tested to ensure they are safe for the environment

Change in Willingness to Purchase GM Foods Americans are more willing to purchase GM foods if they if they are certified ‘safe’ by:Americans are more willing to purchase GM foods if they if they are certified ‘safe’ by:

What Do People Assume? In the U.S. Many believe that farming is a “noble,” “wholesome” and “romantic” occupationIn the U.S. Many believe that farming is a “noble,” “wholesome” and “romantic” occupation Many dream of moving to rural agricultural areas or “the countryside”Many dream of moving to rural agricultural areas or “the countryside”

What Do People Assume? Many believe that farmers would prefer to farm organically but are forced to use chemical inputsMany believe that farmers would prefer to farm organically but are forced to use chemical inputs –57% of Americans believe that “Most farmers would prefer to farm organically rather than use chemical pesticides and fertilizers.” Like pesticides, GM is often seen as an artificial “intervention”Like pesticides, GM is often seen as an artificial “intervention”

What Do People Assume? Many believe that farmers will adopt GM crops because “they won’t have any choice”Many believe that farmers will adopt GM crops because “they won’t have any choice” –38% believe that “Farmers will have to plant genetically modified crops or go out of business.”

What Do People Know About the Science? 11-item true/false quiz about basic concepts related to genetics and GM food11-item true/false quiz about basic concepts related to genetics and GM food On average, in 2003 Americans answered 7 questions correctly, in 2004 only 4.7 correctOn average, in 2003 Americans answered 7 questions correctly, in 2004 only 4.7 correct The addition of the “unsure” option drastically changed responses.The addition of the “unsure” option drastically changed responses.

2003 (n=1202) 2004 (n=600) CorrectUnsureCorrectUnsure By eating a GM fruit, a person’s genes could also become modified 68%15%46%41% The mother’s genes determine whether a child is a girl 73%9%57%31% GM animals are always bigger than ordinary animals 57%18%37%47% It is not possible to transfer animal genes into plants 48%18%30%52% Tomatoes modified with genes from a catfish would probably taste fishy 60%13%42%43% Cloning produces genetically identical copies 69%8%54%30% More than half the human genes are identical to those of chimpanzees 55%16%41%44% New: Scientists sometimes genetically modify plants so that they cannot reproduce. N/AN/A45%46% New: Larger organisms have more genes N/AN/A37%47% New: Most of the soybeans grown in the U.S. are a genetically modified variety N/AN/A27%61% New: GM corn is required to be kept separate from non-GM corn. N/AN/A12%49% Basic genetics/science quiz with longitudinal comparisons

Adding the “unsure” choice brings US numbers closer to Europe Percent Correct US2003 Europe 2002* By eating a GM fruit, a person’s genes could also become modified 68%49% The mother’s genes determine whether a child is a girl 73%53% GM animals are always bigger than ordinary animals 57%38% It is not possible to transfer animal genes into plants 48%26% Cloning produces genetically identical copies 69%66% More than half the human genes are identical to those of chimpanzees 55%52% *Eurobarometer 58.0 Questions in common

Adding the “unsure” choice brings US numbers closer to Europe Percent Correct US2004 Europe 2002* By eating a GM fruit, a person’s genes could also become modified 46%49% The mother’s genes determine whether a child is a girl 57%53% GM animals are always bigger than ordinary animals 37%38% It is not possible to transfer animal genes into plants 30%26% Cloning produces genetically identical copies 54%66% More than half the human genes are identical to those of chimpanzees 41%52% *Eurobarometer 58.0 Questions in common

Media Coverage Coverage by the US print media seems to represent a narrow slice of the agricultural biotechnology storyCoverage by the US print media seems to represent a narrow slice of the agricultural biotechnology story –Coverage appears to be event driven, resulting in peaks in coverage resulting in greater issue visibility It is likely that the public becomes aware of agricultural biotechnology through media coverage of peak eventsIt is likely that the public becomes aware of agricultural biotechnology through media coverage of peak events Coverage tends to frame the issue in terms of general science framing….Coverage tends to frame the issue in terms of general science framing…. –Genius and opportunity (Progress/Prospect) OROR –Danger and madness (Runaway/Pandora)

Implications Media coverage:Media coverage: –Infrequent and around peak events –Framed as either progress or pandora –Limited explanation of the science Consumers have limited understanding of the scienceConsumers have limited understanding of the science –heuristically process the information they do receive Readers are left with a vague recollection of events and the technologyReaders are left with a vague recollection of events and the technology Few have the ability to separate fact from fictionFew have the ability to separate fact from fiction

News Story Recognition Heard of it (N=600) Pollen from GM corn was shown to kill butterfly larva in a laboratory 8% GM crops have been detected in countries where it is not legal to plant them 16% A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ anymore * 18% Some people have had allergic reactions to GM foods * 24% GM crops only approved for animal consumption have accidentally been included in human food 26% Some African nations have refused to accept imports of GM grain from the United States 26% There have been demonstrations against GM food in many European countries 36% * Not true.

News Story Recognition Heard of it (N=600)Believable(N=600) Pollen from GM corn was shown to kill butterfly larva in a laboratory 8%62% GM crops have been detected in countries where it is not legal to plant them 16%80% A large fast-food company used chickens so altered by genetic modification that they can’t be called ‘chicken’ anymore * 18%56% Some people have had allergic reactions to GM foods * 24%87% GM crops only approved for animal consumption have accidentally been included in human food 26%81% Some African nations have refused to accept imports of GM grain from the United States 26%77% There have been demonstrations against GM food in many European countries 36%84% * Not true

Conclusions Americans remain unaware and not very knowledgeable about GM foodsAmericans remain unaware and not very 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

Conclusions Because most American’s have not made up their minds, their opinions are:Because most American’s have not made up their minds, their opinions are: –Often equivocal –Highly malleable –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

Conclusions This is both good and bad newsThis is both good and bad news –There is still an opportunity to have a dialogue –BUT, uncrystallized opinions are open to manipulation –Most have little ability to separate fact from fiction

A Common Mistake Using an expert model of what people need to know as a starting pointUsing an expert model of what people need to know as a starting point –People are less willing to be “educated” than they are to have their questions answered

Limited Success of Education about ‘the Science’ Efforts to educate about the ‘science’ behind many of these technologies have had limited success because they overestimate:Efforts to educate about the ‘science’ behind many of these technologies have had limited success because they overestimate: –The level of public understanding of the basic science –The level of interest most laypeople have in the scientific details that underlie most emerging technologies –Their willingness to sit still for discourses about such minutia

What Do People Want to Know? Who is creating biotech products?Who is creating biotech products? –Do they really fit the stereotypes of “mad scientists?” –Do we share the same values? Why is this biotech product a good thing?Why is this biotech product a good thing? –Does it solve a problem? –What’s wrong with what we’ve got? –What organisms were involved?

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 common good? –Would they make the same decision I would? –Do I need to be my own advocate? –Who’s watching the watchers?

What Do People Want to Know? What’s the potential downside?What’s the potential downside? –What are the possible negative consequences? –How likely are these consequences? –Would I be affected? –Are the consequences permanent? –Who would be responsible for these consequences?

What Do People Want to Know? Interestingly, few people want detailed information about how the crop was producedInterestingly, few people want detailed information about how the crop was produced

Can The Public Reach The Right Decision? YesYes – But it depends on what your definition of “right” –Public perceptions are unlikely to match expert perceptions of GM crops

Can the Public Reach the Right Decision? We tend to believe that:We tend to believe that: –others share our values –know many of the same things we do –are naturally interested in the same things we are We generally overestimate how representative our knowledge and opinions areWe generally overestimate how representative our knowledge and opinions are

Can The Public Reach The Right Decision? We also tend to believe that given the same set of facts, others would come to the same set of conclusionsWe also tend to believe that given the same set of facts, others would come to the same set of conclusions –This belief is strongly held by scientists –This belief is also socially reinforced We tend to choose friends and colleagues with similar values and interests who do think much the same way we doWe tend to choose friends and colleagues with similar values and interests who do think much the same way we do –In part, this is why we enjoy our associations with them

Can The Public Reach The Right Decision? The result is that we tend to think that everyone does (or should) think the same way we doThe result is that we tend to think that everyone does (or should) think the same way we do When we find out that everyone does not think like we do, the natural tendency is to question the competency or motives of those who do not agree with usWhen we find out that everyone does not think like we do, the natural tendency is to question the competency or motives of those who do not agree with us As a result, it is easy for those who work with biotechnology to conclude that when it comes to perceptions of biotechnology, the public is inconsistent and “irrational”As a result, it is easy for those who work with biotechnology to conclude that when it comes to perceptions of biotechnology, the public is inconsistent and “irrational”

Is The Public Irrational? Is The Public Irrational? But, the public is not irrationalBut, the public is not irrational Irrationality implies that the public cannot make decisions about the acceptability of biotechnologyIrrationality implies that the public cannot make decisions about the acceptability of biotechnology What most surveys suggest is that much of the public has not made decisions about the acceptability of biotechnologyWhat most surveys suggest is that much of the public has not made decisions about the acceptability of biotechnology –It simply has not been very high on their agenda of things to think about

Dangers in Believing the Public Is Irrational There are several real dangers in believing that the public is irrational when it comes to making decisions about biotechnology.There are several real dangers in believing that the public is irrational when it comes to making decisions about biotechnology. –The first is concluding that since the public is irrational, efforts to provide information and education are a waste of time and money. –The second is concluding that since the public is irrational they cannot make “good” decisions about biotechnology. As such, those who are rational (the experts) should make decisions that are “good for the public.”As such, those who are rational (the experts) should make decisions that are “good for the public.”

Dangers in Believing the Public Is Irrational –These conclusions are dangerous. The first nearly ensures that the public will not have the tools needed to make informed decisions.The first nearly ensures that the public will not have the tools needed to make informed decisions. The second nearly ensures that the public will become angry that decisions about the acceptability of a perceived risk are being made for them.The second nearly ensures that the public will become angry that decisions about the acceptability of a perceived risk are being made for them.

For More Information: William K. Hallman, PhD Director Food Policy Institute Cook College Rutgers University New Brunswick, NJ (732) x