Journal of Consumer Policy

, Volume 29, Issue 2, pp 203–228 | Cite as

If we label it, will they care? The effect of GM-ingredient labelling on consumer responses

  • Louise A. Heslop
Original Paper


More than 60% of foods in North American supermarkets contain GM ingredients. While North American consumers seem less concerned about GM foods than Europeans and Japanese, many consumer activists argue that consumers have a “right to know” if what they eat has GM ingredients. Will informative labelling of GM foods lead to major shifts in buying patterns? An experimental study found minimal effects of GM labelling overall but significant differential reactions to GM-labelled products across consumers with differing levels of consumer activism, perceived benefits of genetic engineering, and interest in novel foods with consumer benefits.


Genetically modified foods Labelling Consumer choice Biotechnology acceptance 


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Copyright information

© Springer Science+Business Media B.V. 2006

Authors and Affiliations

  1. 1.Sprott School of BusinessCarleton UniversityOttawaCanada

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