Acceptance by Irish consumers of a hypothetical GM dairy spread that reduces cholesterol

Purpose ‐ The objective of this study was to determine the level of acceptance by Irish consumers of a hypothetical genetically modified (GM) dairy spread that offered a specific, consumer-oriented benefit, reducing cholesterol. Design/methodology/approach ‐ Some 300 spread consumers, representative in terms of age, gender, and socio-economic group, completed a questionnaire. Conjoint, cluster and factor analyses were among the main methods used in the analysis. Findings ‐ The hypothetical GM product was rejected by a majority of Irish spread consumers. Cluster analysis identified four segments of consumers who differed in their purchase intentions towards such a product, depending on demographic factors, on whether they had their cholesterol level tested, on the attitudes that influenced their food choice and on their willingness to try different GM foods. Two segments were pro GM; the other two were anti. Research limitations/implications ‐ In terms of limitations, questions about GM foods are hypothetical and the conjoint design did not allow for interaction effects. Originality/value ‐ The results imply that a GM spread, conferring specific consumer benefits, could capture a share of the Irish market for dairy spreads. Such information is of value to both existing market players and companies considering opportunities in this market.