Association of attitudes towards genetically modified food among young adults and their referent persons

Most research on consumer attitudes does not consider that attitudes are likely influenced by people with whom we have some relationship even though socioeconomic, psychological and political theories recognize the importance of referent individuals’ opinions in attitude formation. Knowledge on the role of referent individuals’ opinions in attitude formation could improve the understanding of consumer acceptance of foods frequently associated with health or other concerns. This article examines the association of attitudes towards genetically modified (GM) crops and foods between young adults and their referent individuals using data collected in 2016 via surveys from the Czech Republic, Russia and Ukraine. Loglinear models of cell counts in contingency tables reveal a positive association of GM food attitudes between young adults and their referent individuals. This association was stronger in Russia and the Czech Republic than it was in Ukraine and stronger between female young adults and their referent individuals than between males and their referent individuals. Concordance in GM food attitudes with mothers is significantly stronger than concordance with best friends but not significantly different from concordance with fathers.