A Study Investigating Consumer Attitude and Behavior of Generation Z towards Genetically Modified Plant-Based Foods in Finland

Abstract

Genetically modified (GM) food is developed as a potential sustainable solution to mitigate urgent global food security issues, improve human health, environment and agricultural trade. However, due to the controversies surrounding the use of biotechnology in food production, consumers around the world, and especially in the European Union, have doubts about whether GM plant-based food is safe to human health and the environment. The aim of this thesis is to explore the consumer attitude and behavior towards biotechnology and GM plant-based food among Generation Z in Finland. In order to achieve the research objective, a solid theoretical framework regarding consumer attitude and behavior was developed, along with the analysis of the GM plant-based food industry and the consumer profile of Generation Z. This study was conducted using both quantitative and qualitative research methodologies. Both primary and secondary data were collected to support the research. Primary data were gathered via an online questionnaire sent to the target respondents of the study. Secondary data were extracted from academic papers and reliable sources that had previously studied the same industry, as well as from online articles and journals. The results suggest that most of the sample remains neutral in terms of their attitudes towards biotechnology and GM plant-based food. The difference between buyers and non-buyers of GM food is proven to be statistically insignificant. More communication regarding the benefits and safety of GM food to the consumers is recommended to increase consumer acceptance.