Food and values:: an examination of values underlying attitudes toward genetically modified- and organically grown food products

This study addresses which specific values play a role in predicting participants' attitudes toward genetically modified food (GMF) and organically grown food (OGF). The first central question is whether the attitudes towards GMF and OGF are influenced by specific values and beliefs. The second central question is whether the attitudes towards GMF and OGF are related to each other, and whether the specific values underlying these two attitudes are also related to each other. A total of 100 participants responded to the Schwartz Value Survey and two questionnaires about GMF and organically grown food. When respondents scored high on the value power (dominance, submission), they rated GMF positively and OGF more negatively. Respondents who rated the value universalism (welfare for all people and protection of nature) high, rated OGF as positive. Furthermore, the relationship between attitudes and values was mediated by beliefs. These findings imply a meaningful relationship between specific values, beliefs, and these food-related attitudes, and suggest that values might play a role in explaining attitudes toward GMF and OGF products. (C) 2004 Elsevier Ltd. All rights reserved.