Department of Management

The Impact of Abnormally Shaped Vegetables on Consumers' Risk Perception Food Quality and Preference

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  • Natascha Loebnitz, Stralsund University of Applied Sciences
  • ,
  • Klaus G Grunert

Genetically-modified (GM) food evokes high levels of fear and negative associations among consumers. This study predicts that people may associate naturally occurring vegetable shape-abnormalities with GM food, which increases their risk perception. With an experimental design in two studies, this research investigates the impact of abnormally-shaped vegetables on participants’ risk perceptions related to vegetable items that vary in their degree of association with GM technology. The results reveal that knowledge can moderate the vegetable shape-abnormality–risk relationship, depending on its objectivity or subjectivity.

Original languageEnglish
JournalFood Quality and Preference
Pages (from-to)80-87
Number of pages8
Publication statusPublished - 2018

    Research areas

  • Abnormally-shaped vegetables, GM food, Knowledge types, Perceived naturalness, Risk perception

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