Consumer Acceptance of Genetically Modified Foods in South Korea: Factor and Cluster Analysis
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This study extends biotechnology discourse to cover South Korea in the Asian
sub-continent showing a marked difference in perceptions between traditional and
GM foods. Factor analysis suggests South Koreans may treat foods that are locally
produced and those with no artificial flavors or colorings preferentially to GM
foods. Additionally, South Koreans have concerns about perceived risks related
to biotechnology, and, given a choice, they may pay more to avoid GM foods.
Cluster analysis results yielded four consumer segments: (a) ardent supporters of
the attribute of “naturalness” in foods, (b) those apprehensive about biotechnology,
(c) the food adventurous, and (d) information seekers about biotechnology.