| This study examines factors, and in particular the role of trust, in the formation of consumers' attitudes towards biotech foods. It also examines how trust affects the purchasing intentions of European consumers towards biotech foods. A theoretical framework is developed based on economic, psychological and marketing theories to explain how attitudes and trust are formed and what factors affect the decision processes of consumers.;This framework is tested by empirical analysis of three European countries: the United Kingdom (UK), the Netherlands and Greece. Data collected in "Eurobarometer 52.1: Modern Biotechnology, Quality of Life, and Consumers' Access to Justice, November-December 1999" is used for the empirical analysis. Four empirical approaches are used including ordinary least squares, probit, an instrumental variable (IV) method and Heckman's approach. These methods are used to account for possible endogeneity of trust.;The study concludes that public trust, defined as the confidence in social organizations to tell the truth about modern biotechnology, does have an influence on the public's attitudes towards biotechnology, and especially towards purchasing biotech foods. However, the relationship is generally not strong and the effect varies according to which organization people trust the most. The competences of social organizations are found to play a more important role in trust formation.;In addition to the role of trust in attitude formation, this study also finds that perceived benefits, acceptability, the existence of dread feelings towards biotech foods and the strength of religious beliefs are all factors that influence public attitude formation. Moreover, knowledge of biotechnology is also important in explaining intention to purchase biotech foods. |
