Kaye-Blake, William; O'Connell, Anna; Lamb, Charles - In: Agribusiness 23 (2007) 4, pp. 567-582
The commercial success of genetically modified (GM) food may be improved with appropriately targeted marketing. To that end, data from a survey of supermarket shoppers in New Zealand were analysed with a cluster analysis. A six-cluster solution found three clusters with positive intentions to...