What's the beef with gene editing? An investigation of factors influencing U.S. consumers’ acceptance of beef from gene-edited cattle
Jean A. Parrella, Holli R. Leggette, Peng Lu, Gary Wingenbach, Matt Baker, Elsa A. Murano
Abstract
• Knowledge, social norms, and perceived benefits positively influenced attitudes. • Perceived risks and food technology neophobia negatively influenced attitudes. • Social norms, perceived benefits, and attitudes positively influenced intentions. • Perceived risks and food technology neophobia negatively influenced intentions. • Attitudes acted as a partial mediator between predictors and intentions. Gene-editing technology provides promising opportunities for livestock industries by enabling precise genetic modifications that enhance desirable traits such as increased disease resistance, heat tolerance, and nutritional quality. With gene-edited beef products entering the market soon, understanding consumers’ acceptance is critical. Using structural equation modeling, the study aimed to determine how key psychological and social factors influence U.S. consumers’ attitudes toward gene editing and their behavioral intentions toward ground beef from gene-edited cattle. Results indicate that knowledge, subjective social norms, and perceived benefits positively influenced attitudes, while perceived risks and food technology neophobia negatively influenced attitudes. Subjective social norms, perceived benefits, and attitudes positively influenced behavioral intentions, while perceived risks and food technology neophobia negatively influenced intentions. Attitudes acted as a partial mediator, significantly mediating the effects of subjective social norms, perceived benefits, perceived risks, and food technology neophobia on behavioral intentions. Improving consumers’ behavioral intentions toward ground beef from gene-edited cattle hinges on cultivating more favorable attitudes toward the technology. Thus, collaborative efforts by scientists, producers, policymakers, extension agents, and agricultural communicators should seek to increase consumers’ perceived benefits and improve subjective social norms, as these factors were most influential.