Assessing and Structuring Attitudes Toward the Use of Gene Technology in Food Production: The Role of Perceived Ethical Obligation

Abstract

Public attitudes toward applications of gene technology are believed to be a major factor influencing the extent of the future development of the technology. Although survey research has shown that people often profess little knowledge about the technology, they nevertheless frequently indicate considerable concern about it. Ethical issues feature strongly both in the literature and in public opinion. In a study (N = 334) of attitudes toward the use of the technology in food production using the basic structure of the theory of reasoned action (Ajzen & Fishbein, 1980) but incorporating additional model components compatible with recent theorizing, it was found that there is a strong predictive link between behavioral beliefs/outcome evaluations, attitudes, and expectations for two behavioral themes linked to the technology. Measures of perceived ethical obligation produced only a marginally significant independent contribution to the prediction of expectations; however, they did provide a significant contribution to the prediction of attitudes. Perceived behavioral control provided an independent contribution in one analysis, as did a measure of self-identity. The findings are discussed in relation to the role of moral/ethical concerns in the structure of the theory, to the relationship between predictors of intentions/expectations, and to the sufficiency of the expected-utility basis of attitudes that the theory promotes.