This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between-subjects factorial design was conducted. The experiment exposed participants to one of eight treatment groups containing a promotional message for Genetically Modified foods. The participants then completed an on-line questionnaire detailing their responses to the messages. A total of 380 useable questionnaires were collected from a national sample of consumers and analysed using ANCOVA. The results of the study suggest that the outwardly focused, two-sided message was more powerful at lowering perceptions of risks, raising perceptions of benefits and positively influencing attitudes toward the ad than either the one-sided, outwardly focused message, or the inwardly focused messages of either sidedness condition. For purchase intentions individual differences appeared to be of greater influence than message factors.

Abstracts in English, Xhosa and Zulu / This quantitative study explores procedural knowledge, perception of GM food products and factors that influence the purchasing decision of 326 respondents by means of a questionnaire. Recruitment of the respondents was done by approaching various businesses and Schools in Mooi River to which the questionnaire was distributed to their respective personnel. The respondents’ showed that they were not very knowledgeable of GM food products, but were not particularly ignorant either. The results also showed that they did not look for any GM-related information from various sources and believed that scientists were the most credible source of GM-related information. In general, the respondents did not perceive GM food products as having any nutritional benefits; did not perceive GM food products to provide an economic benefit, except to increase food supplies by boosting the economy through the implementation of biotechnology; and perceived longer shelf life as a beneficial GM food product quality. The respondents also feared the susceptibility to cancer, toxicity, allergic reactions, alterations in kidney functions, immune malfunction and especially infertility problems after consumption of GM food products. The respondents did not show particular fear towards the ethical aspects of GM food products, except in that GM food products are produced in an unethical manner. Fear was also not shown towards the consumption aspects of GM food products including scepticism towards the safety GM food products and possible threats to living things. The respondents indicated that increased food supplies through the production of GM food products, possible cancer development after consumption, allergenicity, reduced usage of pesticides and harmful effect on the environment were GM-related factors that would influence their purchasing decision of GM food products. The general GM-related barriers that influenced the respondents purchasing decision of GM food products included not looking out for GM food products in particular, knowing too little about GM food products, not having a particular interest in GM food products and never knowing if a product contains a GM component or not. / Esi sifundo, nesiqhutywa ngokuqwalasela amanani ezenzeko, saphanda ngolwazi lwendlela ebonwa ngayo inkqubo yeemveliso zokutya zeGM (iimveliso ezinyangwe ngobuchule obaziwa ngelesiNgesi elithi genetically modified) kwakunye neemeko eziphembelela izigqibo zokuthenga ezi mveliso, zigqibo ezo zathathwa ngabathathi nxaxheba abangama-326 nabathi baphendula uluhlu lwemibuzo. Ukuloba/ukurhwebesha abathathi nxaxheba kwenziwa ngokucela uncedo kumashishini nezikolo eziseMooi River. Abathathi nxaxheba baveza ukuba abanalwazi kakuhle ngeemveliso zokutya zeGM, kodwa banalo ufifana. Iziphumo zadiza ukuba azange baphande ulwazi olumalunga nonyango lweemveliso kwaye babekholelwa ukuba iingcali zenzululwazi zizo ezaziyimithombo yolwazi ethembekileyo malunga nalo mbandela. Ngokuthe gabalala, abathathi nxaxheba babengaziboni ziluncedo kwisondlo okanye kuqoqosho ezi mveliso zokutya zeGM, kwaye babelindele ukuba ezi mveliso zandise ukutya okuveliswayo ngokukhuthaza ezoqoqosho ngokusebenzisa ubuchwepheshe bezendalo, (ibiotechnology). Babecinga ukuba uphawu oluluncedo lokutya okuveliswe ngeendlela zeGM kukuba kuhlala ixesha elide, akonakali msinya. Abathathi nxaxheba babesoyika ukuba bangasifumana lula isifo somhlaza, bangafumana ukutyhefeka kokutya, ukusoleka (iallergy), ukuchaphazeleka kokusebenza kwezintso, ubuthathaka bamajoni omzimba, okanye ubuthathaka benzala emva kokutya iimveliso zokutya zeGM. Abazange babonakalise uloyiko olumandla malunga nombandela weenqobo zesimilo ezayanyaniswa neemveliso zokutya zeGM, ngaphandle kokuba ezi mveliso ziveliswa ngendlela engenasimilo sisulungekileyo. Kwakhona, abazange babonakalise loyiko malunga nokutya iimveliso zokutya zeGM, bengazange bakrokrele ukungakhuseleki kwezi mveliso okanye ukuba yingozi kwazo kwezinye izidalwa. Abathathi nxaxheba baxela ukuba izigqibo zabo zokuthenga iimveliso zokutya zeGM zingaphenjelelwa kukucinga ngokwanda kokutya okuveliswayo, ukuvela komhlaza emva kokuzitya, ukusolwa, ukucutha ukusebenzisa izibulali zinambuzane kunye neziphumo ezinobungozi kwindalo esingqongileyo. Imiqobo jikelele engqamene nonyango lweGM neyaphembelela izigqibo zabathathi nxaxheba malunga nokuthenga iimveliso zokutya zeGM ziquka ukwazi kancinci ngeemveliso zokutya zeGM, kukungabi namdla kwiimveliso zokutya zeGM nokuba ubani angabi nalwazi lokuba imveliso ethile inalo na unyango lweGM okanye ayinalo. / Lolu cwaningo olugxile kwinani luye lwaphenya ulwazi olumayelana nolwazi lwengqubo, umqondo omayelana nenhlobo yokudla okuguquliwe (GM food) kanye nezinto ezinomthelela phezu kwesinqumo sokuthenga sabaphenduli bemibuzo abanga-326, lokhu kwenziwe ngokusebenzisa umbhalo oqukethe imibuzo. Abaphenduli bemibuzo batholwe ngokunxenxa amabhizinisi kanye nezikole ezihlukahlukene endaweni yaseMooi River. Abaphenduli bemibuzo bakhombisile ukuthi babenganalwazi ngemikhiqizo yokudla eguquliwe (GM), kanti laba baphenduli abazange bakhombise ukungabambisani nalolu cwaningo. Imiphumela iyakhombisa ukuthi abaphenduli abazange bafune ukuthola noma yiluphi ulwazi olumayelana Nokudla kwe-GM kwimithombo eyahlukahlukene kanti baye bakholwa ukuthi ososayensi bayimithombo yolwazi ethembekayo. Empeleni, abaphenduli abazange baqonde imikhiqizo yokudla kwe-GM njengokudla okunenzuzo yomsoco noma inzuzo yezomnotho kanti bebelidele le mikhiqizo ukuba yongeze inani lokudla elithunyelwayo ngokuxhasa umnotho ngokusebenzisa uhlelo lwe--biotechnology. Bakholelwa ekutheni umkhiqizo uhlale isikhathi eside emasheluvini, lokho okuyinzuzo kwikhwalithi yemikhiqizo yokudla kwe-GM. Abaphenduli baye besaba ukungenwa yisifo somdlavuza, ushevu, ukuguliswa yinhlobo yokudla okuthile, ukushintshana kokusebenza kwezinso, ukungasebenzi kahle kwamasosha omzimba kanti ikakhulu izinkinga zokwehluleka ukuzala ngemuva kokudla imikhiqizo yokudla kwe-GM. Abaphenduli abazange bakhombise ukwesaba mayelana nokuziphatha kwimikhiqizo yokudla kwe-GM, ngaphandle kokuthi nje le mikhiqizo ikhiqizwa ngendlela ephambene nomthetho. Abaphenduli abazange futhi bakhombise ukwesaba mayelana nodaba lokudliwa komkhiqizo wokudla kwe-GM,kuxutshwa phakathi ukuthandabuza mayelana nokuphepha kwale mikhiqizo kanye nalokho okungahle kuphazamise izinto eziphilayo. Abaphenduli baye bakhombisa ukuthi imizamo yokuthi kube nokudla okuningi ngokukhiqiza imikhiqizo yokudla kwe-GM, amathuba wokuphathwa yisifo somdlavuza ngemuva kokudla lokho kudla, ukungathandwa wukudla okuthize, ukunciphiswa kwezinga lokusebenziswa kwezibulalizinambuzane kanye nomphumela oyingozi phezu kwemvelo bekuyizinto ezihlobene nokudla kwe-GM lokho okuzoshintsha indlea yabo yokuthenga imikhiqizo yokudla kwe-GM. Izihibhe ezejwayelekile ezihlobene ne-GM eziye zashintsha isinqumo sabaphenduli sokuthenga imikhiqizo yokudla kwe-GM bekuxuba phakathi ukuphuma bayofuna ikakhulu imikhiqizo yokudla kwe-GM, luncane kakhulu ulwazi abanalo ngemikhiqizo yokudla kwe-GM, kuxuba ukungathandi imikhiqizo yokudla kwe-GM kanye nokungazi ukuba ngabe umkhiqizo wequkethe umkhakha we-GM noma akunjalo. / Life and Consumer Sciences / M.A. (Consumer Science)