Figure 4 shows a structural equation model resulting
from an extensive European study attempting to explain
consumer attitudes towards genetic modification in food
production (from Bredahl, 2001). The attitude is
explained by the risks and benefits associated with the
technology, which is not surprising. Three other aspects
are more noteworthy. Firstly, the benefits perceived are
to a large extent explained by the risks perceived, or put
another way, the more risks perceived the harder it
becomes to see any benefits, suggesting that just providing
more benefits (and informing about them) may
not prove effective in changing consumer attitudes.
Secondly, perceived benefits and especially perceived
risks are linked to more general, underlying attitudes.
‘Attitude to nature’co vers a basic belief that humans
are part of nature with which they should live in harmony,
and this attitude has a strong link to the risks
perceived in GM. Attitude towards technology also