Hoban, Thomas J.
Trends in Consumer Acceptance and Awareness of Biotechnology 9
and consumer interest in the seven food crops that
completed the FDA consultation process later in
the year has been minimal and mild. This reaction
indicates that consumers today do not object to
the modification of crops from biotechnology. In
fact, most are interested in the opportunity to try
them.
Given continued low awareness of, but con-
siderable interest in information about biotech-
nology, a significant commitment to education is
needed (Hoban and Kendall 1993). Educational
programs need to be developed and implemented
that provide people with information they need to
better understand the biotechnology. This should
involve a broad-based approach aimed at con-
sumers, industry, opinion leaders, and others.
Various groups and organizations can contribute
to educational programs.
Members of the food production and distri-
bution system represent an important audience for
educational efforts. At the beginning of the food
system, farmers and agribusinesses will need
applied information and technical assistance to
effectively and efficiently use the latest and most
appropriate technology in agricultural production.
Information on biotechnology should be inte-
grated into Extension Service programs. Other
groups in the food production and distribution
system (such as processors and wholesalers) need
information about the implications of biotechnol-
ogy for their businesses. People who manage and
own grocery stores and restaurants need to un-
derstand the benefits and issues associated with
biotechnology so they can make informed pur-
chasing decisions, as well as better address con-
sumer questions. These groups are vitally impor-
tant because they represent important gatekeep-
ers, as well as the main points of contact with
consumers.
Specific types of information that should be
disseminated include: the historical context of
biotechnology; the potential benefits and risks of
alternative technologies; policies and regulations;
public attitudes and values; and ethical issues.
Much of this information is already available
from the public or private sector. Mechanisms
must be instituted for efficiently collecting,
screening, and cataloging information. Educa-
tional programs must be developed at different
levels of detail for different target audiences.
In general, education about the use of bio-
technology in agriculture and food production is
part of a larger educational need. Today, most
consumers take their food supply for granted until
they perceive a problem. Many people do not rec-
ognize or appreciate the past, present, and future
role of technology in food production and proc-
essing. They need a better understanding of the
historical and technical context within which
biotechnology is developing.
Land Grant Universities can provide credible
leadership for educational programs. Such pro-
grams should involve interdisciplinary collabora-
tion among agricultural, social, and food scien-
tists. The university community already has es-
tablished linkages with a variety of government
agencies, farm businesses, industry and other im-
portant groups. Interdisciplinary clearinghouses
should be established to allow easy access to a
broad range of credible expertise on all aspects of
biotechnology. The Cooperative Extension Serv-
ice should provide leadership for such educational
efforts.
Although results of the surveys conducted to
date show a clear pattern of support for biotech-
nology, further research is needed. Consumer atti-
tudes about biotechnology can change, especially
in response to mass media stories. Greater support
is needed for multidisciplinary research efforts. In
particular, social science research that examines
the educational needs and policy implications of
biotechnology needs to be expanded. Such efforts
will help ensure that important issues are ad-
dressed and key stakeholders are identified, in-
formed, and involved in the decision making
process.
It will be important to replicate national sur-
veys at regular intervals in the future. Interna-
tional research will also be important because
consumers in other countries will also have the
opportunity soon to buy foods produced through
biotechnology (Hoban 1996). Future work in the
U.S. and elsewhere should be tied more directly
to specific food products that become available.
Results of an ongoing series of public attitude
surveys can provide guidance to help build an
integrated program of consumer and leadership
education about biotechnology.
Another research opportunity involves sur-
veys of special populations, such as food procès-