Title: Social Stigma and Consumer Benefits: Trade-offs in Adoption of GM Foods

Speaker: John G. Knight, Associate Professor, University of Otago, Dunedin, New Zealand

Time: 4:30-6:00pm, Dec. 7, 2011

Location: Room 217, New Building of GSM, Peking University

Abstract:

Attitudes towards GM foods have been extensively studied, but there are very few studies of actual consumer purchasing behaviour regarding GM foods offering a consumer benefit. Using a field choice-modelling experiment, we investigate the trade-off between price and social desirability in consumer choices in regard to conventional, organic and genetically modified fruit. What consumers say they will choose in a survey, and what they actually choose in a real purchase situation may differ substantially when their decision is framed by a socially charged issue such as genetic modification. The results are analysed in relation to established principles of diffusion of innovation.

Short Bio:

John Knight is an Associate Professor in Marketing at the University of Otago, Dunedin, New Zealand. He specialises in teaching of innovation and new product development. He has interests in biomedical and agricultural research, and their interface with marketing. His research areas include consumer behaviour, country image/country of origin, and corporate responses to crises in international markets. He has a particular research interest in the area of biotechnology, public perception of innovations, and barriers to adoption. He has published in a wide variety of biomedical, life science and marketing journals including: Lancet, Proc Natl Acad Sci USA, Nature Biotechnology, Molecular Psychiatry, Journal of International Business Studies, Journal of the Science of Food and Agriculture, Science Communication, Long Range Planning, Journal of Business Research, etc.

Welcome to attend!