Hoban, ThomasJ.
Trends in Consumer Acceptance and Awareness of Biotechnology 3
and 1994 surveys, respondents were asked to rate
the acceptability of selected applications of bio-
technology (Figure 2). The results are remarkably
consistent between the two time periods. Two
crop applications of biotechnology proved very
acceptable to most consumers: cotton plants that
resist damage from weed control chemicals (i.e.,
herbicides) and food crops that are protected from
insect damage. These two plant applications were
acceptable to almost two-thirds of the respon-
dents. Another fifth of the sample were neutral.
As a point of comparison, note that these two ag-
ricultural products were almost as acceptable as
the production of human medicines through bio-
technology. Three other applications of biotech-
nology were rated as less acceptable: farm ani-
mals that resist disease; food ingredients such as
flavorings; and sport fish that grow larger.
Results of two 1995 national telephone sur-
veys conducted by the Food Marketing Institute
further indicate that foods produced by biotech-
nology should meet little resistance as they enter
the marketplace. Results from the 1995 “Trends”
telephone survey of IOll respondents indicate
that most consumers will purchase new fruits and
vegetables once they are available (Figure 3).
Almost three quarters (74 percent) would be
likely to purchase a new variety of produce (such
as a potato or tomato) that had been modified by
biotechnology to resist insect damage, thus re-
quiring fewer pesticide applications. Almost two
thirds (62 percent) would buy the produce if it
had been modified by biotechnology to taste
fresher or better.
In another 1995 FMI study, conducted with
Prevention magazine, 1443 American consumers
were asked how acceptable they would find each
of five different uses Ofbiotechnology (Figure 4).
Almost 80 percent said the use of biotechnology
would be acceptable if the goal is to lower the fat
content of foods. Three quarters found biotech-
nology acceptable if used to grow foods that taste
better or to produce foods that include substances
that may help prevent disease. Just over two-
thirds would accept foods developed through
biotechnology that stay fresh longer in the gro-
cery store. The same number would accept foods
that are resistant to pests.
Figure 1. Overall Reaction to Biotechnology
New
Medicines
(1994)
Agriculture
(1994)
Agriculture
(1992)
Source: USDA, 1992 and GMA, 1994.