Examining the Role of Mobile Media in Public Engagement with GMO Foods Among Chinese Consumers

Abstract

Genetically Modified Organism (GMO) has grown to be arguably one of the most debated scientific and social issues in China. This study examined Chinese consumers’ attitudes toward GMOs and the underlying mechanisms through which the formation of attitudes toward GMOs was influenced by mobile information use for GMO. A random-digit-dialing telephone survey of 561 Chinese consumers was conducted in 2015. Results showed that mobile phone is an important source of science information. Moreover, Chinese consumers were reluctant to eat or buy GM foods, while they were aware of the general benefits that GMO brings to the society at large. Knowledge about GMO in turn predicts positive attitude to GMO. Results of multivariate analyses also showed indirect associations of mobile media use with attitudes toward GMO, which was respectively mediated by self-efficacy and elaborative processing. That is, mobile media facilitated the public’s thinking and reflections on this controversial issue; the deeper they thought about GMO, the less positive they were. The implications of the findings for science communication are discussed.