PUBLIC PERCEPTIONS OF BIOTECHNOLOGY: A CASE STUDY OF MOUNTAIN HOME, AR

• Main Authors: Guha, Gauri S, Dale, Larry
• Format: Conference Proceeding
• Language: English
• Subjects: Biotechnology industry; Case studies; Consumer behavior; Consumption; Focus groups; Genetic engineering; Public opinion
• ISSN: 1948-3198; 1948-3198

Biotechnology is the process of genetic transformation of organisms by way of DNA technology, which has become a subject of increasing commercial interest and controversy over the past decade as great advancements have taken place in the field. There is tremendous optimism in the scientific community for biotechnology, promising growth and advancements in its application, along with undoubted economic prosperity for many of those involved in its creation. Probable products include consumption goods, industrial intermediates and environmental products made from GMOs. However, acceptance of biotech for consumption goods has been tardy. There are concerns regarding the implications of altering the genetic codes of organisms. Along with these concerns are questions about the ability to segregate and contain GMOs in a controlled environment without their accidental introduction into the natural world with potentially disastrous environmental outcomes. This case study was based on research conducted with 3 focus groups of 8 willing individuals each randomly selected from a sample of 150 locals in the town of Mountain Home, AR, which is a summer holiday resort with a large retirement community, a campus of the Arkansas State University (ASU-MH), some small industries and a major biotech company (Baxter Pharmaceuticals) in the vicinity. Focus groups were drawn to represent the entire diversity of the location. The fundamental research question centered on the attributes that determine acceptance or rejection of biotech products. Discussions with experts in business and academe led to the formation of the following 3 precepts: Acceptability is a function of remoteness; Perception is uniform over products in a group; endorsement by experts increases acceptance. The sectors with the highest positive attitude rating were forest / timber followed by medicinal uses and the lowest were dairy /poultry at 22 and use of bacteria. Over 80% of those surveyed accepted biotechnology either for themselves or others. Of those surveyed 70% said they would only purchase a genetically engineered product if costs the same or lower. Roughly 30% would purchase the product at a higher price if it had some direct benefit to them.