Understanding attitudes towards genetically modified food: The role of values and value strength

Summary This study was aimed at gaining a better understanding of the nature of negative attitudes towards genetically modified (GM) food. A sample of 250 students at the University of Tromsø responded to a questionnaire measuring attitudes towards GM food, attitude strength, intention to buy such food, and their personal values. Values and attitude strength proved to be important constructs when explaining the attitudes. A structural model was estimated, confirming that the negative attitudes towards GM food were embedded in universalism and hedonism values, and also predicted behavioural intention to buy such food. Attitude centrality was found to moderate the value-attitude relationship. Central attitudes mediated the relation between values and behavioural intention, while for the less central attitudes there was no relation between values and attitudes. Rather, both were independent predictors of intention. The study showed that some individuals hold weak attitudes and therefore may be more likely to change their attitude than those whose attitude is embedded in values.