A Comparison between Perception of Risk and Willingness to Serve Genetically Modified Foods

The dichotomy between perceptions of the acceptability of risk associated with genetically modified (GM) foods and willingness to consume GM foods is investigated. Results indicate that some consumers are willing to consume GM foods even though they may perceive such foods as somewhat unsafe, with determinants such as self-perceived knowledge about the availability of GM foods and altruistic motives having positive and significant effects on their consumption decisions. Efforts toward decreasing perception of risk and ultimately increasing acceptance of and demand for GM foods should address issues related to their altruistic characteristics and outrage.