NZ & GE

METHODOLOGY

Demystifying the New Zealand Publics Attitudes Towards Genetic Engineering: An Empirical Analysis.

The Team
The team involved in this project includes Blaine Ah Yuk-Winters and Rick Starr from the University of Auckland, together with Bruce Small and Dr Vish
Vishwanath from AgResearch.

Results

A questionnaire, based on the surveys conducted in previous years, was created by Mr

Small. With the aid of a marketing firm, the survey was distributed and data collected. This
data (n = 1008) was then collated and formatted for the analysis steps. In order to ascertain answers to the research questions posed, the following process of data analysis was
undertaken.

Descriptives and Frequencies

Descriptive Analysis
Descriptive analysis was employed in order to ascertain information regarding the current
attitudes of New Zealanders. This involved the calculation of the means, standard deviations, and frequencies of the Likert scores of the various items measured in the questionnaire.

The Project
The aim of the project is three fold. Firstly, to determine what the current attitudes of the NZ public towards GE are, particularly with a focus on its application in foods. Secondly, to resolve what factors influence these attitudes and lastly, to establish if there were any changes in attitudes from previous
studies. This will all be achieved through the analysis of empirical data obtained via the use of a national survey of a randomly selected sample of the New
Zealand population.
The proposed outcome of this project will be insight into how the NZ public view GE as well as the validation of an existing model or the development
of a new model which show the factors which influence these attitudes and their relationship. This would be of value as it suggests areas or applications of
GE the public will be more accepting of as well as suggest potential strategies to help improve public attitudes and relations, towards and with, GE.

The Process

Empirically
determined
standardised
regression
coefficient
weighted
beliefs or
belief factors

Empirically
determined

product

Perceived prod-

General attitudes

coefficient

Attitude towards
GE in food pro-

weighted be-

Trust

liefs or belief
Perceived procAttitude towards

Social Norms

process
Perceived process-related risks

Predictive Analysis
Influencing Factors
The next question to be answered was concerned with influencing factors of attitude. Factors which were believed to have been important determinants of
attitude had been previously alluded to in prior studies. Much of the work in this area had been based on two models, Ajzens Theory of Planned Behaviour
and Fishbeins Muliple-attiribute attitude model. Modifications were made to these models by researchers over the years, such as the inclusion of new parameters, in order to make them more applicable to the field of GE. These new models based on theory of planned behaviour and multiple-attribute attitude model
are depicted above left and right respectively. In his 2001 study, Small had indicated factors he considered important and created a model (Below), based on
these previous studies. The first step in answering the second question involved the attempted recreation of Smalls model. The purpose of this exercise was
to test the validity and fit of this preconceived model for the 2009 data. This required the replication of the constructs which form the 2005 model. The validity and fit of the 2005 model for the 2009 data set was determined through regression analysis where R-values were calculated.
The next step involved attempted optimisation of the model for the 2009 data. Since the questionnaire included multiple groups of redundant items, which
measured the various construct but were not included in the final model as they werent perceived to hold much influence, it would be possible to test the

Intention to Purchase
Strongly Agree Neutral Disagree Strongly
Agree
Disagree

Response Frequencies of Different GE

Applications

Standard Deviation
2003

2005

2009

3.99

3.29

3.23

3.59

1.166

1.334

1.141

1.181

3.97

3.19

3.11

3.48

1.210

1.397

1.182

1.138

3.77

3.32

3.40

3.72

1.371

1.448

1.247

1.184

3.54

3.10

2.64

2.98

1.297

1.332

1.085

1.144

3.58

3.26

2.96

3.14

1.358

1.355

1.201

1.226

23. GE can be environmental

friendly
25. Trust authorities

3.94

3.63

3.59

3.70

1.127

1.153

.997

1.021

N/A

3.54

3.51

3.57

N/A

1.247

1.078

1.054

26. Trust scientists

3.38

3.24

3.24

3.46

1.300

1.308

1.122

1.098

27. Trust companies

4.09

3.97

3.89

3.87

1.050

1.051

.970

.981

Regression and Reliability

30. People important to me accept

GE
33. Most NZers accept

3.96

3.40

3.18

3.62

1.161

1.192

1.027

1.052

N/A

3.73

3.64

3.71

N/A

1.029

.818

1.008

3.94

3.50

3.28

3.61

1.295

1.401

1.257

1.225

OLS regression modelling (Bottom left) has shown that the Smalls
model fits very well with the current data, R = 0.921. Coefficient
analysis shows that the most influential factor in determining purchasing intent is Product-specific attitudes, = 0.861, followed by
extrinsic beliefs, = 0.90.

3.45

3.02

2.90

3.15

1.431

1.457

1.258

1.264

57. Trust claims by sellers

3.84

3.68

3.58

3.73

1.191

1.243

1.097

1.109

59. People want me to buy

4.16

3.67

3.47

3.77

1.055

1.208

1.095

1.164

52. Buy for self

3.69

3.52

3.49

3.76

1.330

1.405

1.199

1.209

53. Buy for family

3.75

3.57

3.53

3.73

1.302

1.386

1.154

1.198

700
600
500
400
300
200
100
0

13. GE in Food
14. GE in Medicine
Totally Support

Support in some
circumstance

Totally oppose

Calculation of Cronbachs Alpha (Below) suggests that the items used

to measure the constructs are internally consistent, = 0.941.

Model Summary
Model

R Square

Intention

.921a

.848

Reliability

Adjusted R Std. Error of

Square
the Estimate
.846

Reliability Statistics

.464

a. Predictors: (Constant), Trust, Social Norms, Intrinsic, Extrinsic, Product-Specific Attitude

Coefficients
Unstandardized Coefficients

Model

B
Intention

(Constant)
Intrinsic
Extrinsic
Social
Norms
Productspecific Attitude

new optimised model. The constructs of Smalls model were then created through summation of the selected items. The newly formulated constructs were
then run through a regression model and the R-value of the calculated. The R-value of the new model was compared with that of the 2005 model to determine if the new model had a better fit. If the new model did appear to be a better fit, then it may be suggested that the newly selected items are better
measures of the constructs and are thus better determinants of attitudes which influence behavioural intention.

Standardized
Coefficients
Std. Error

.185
.019
.101

.099
.038
.044

.032
.911

Trust
-.075
a. dependent variable: Intention

Intention
0.727

0.772

0.709

0.777

0.699

Extrinsic
Social Norms

0.727
0.651

0.772
0.709

1
0.698

0.698
1

0.783
0.701

0.728
0.68

0.914

0.777

0.783

0.701

0.731

0.67

0.699

0.728

0.68

0.731

.040

.025

.791

.430

.042

.861

21.879

.000

Product-specific
Attitude

.038

-.063

-1.946

.052

Trust

4.00
Intention
Product-specific Attitude
Intrinsic
Extrinsic
Social Norms

2.00

Trust

1.50
1.00
2003

2005

2009

Year

Trust
0.67

Time-series Analysis

5.00

Mean Likert score

Intrinsic

.018
.090

2.50

Productspecific AttiExtrinsic
Socia Norms tude
0.727
0.651
0.914

Intrinsic
0.727

.061
.619
.023

3.00

Intention

1.876
.498
2.280

3.50

N of Items
Inter-Item Correlation Matrix

Beta

Changes in Attitudes Over Time

2001

Standardised
Cronbach's AlCronbach's Alpha
pha Based
0.941
0.942

Sig.

4.50

The GE debate is an intrinsic and extrinsic moral minefield. In order to determine currents attitudes both deontological and teleological views must be
taken into consideration.

Regression: 2005 Model with 2009 Dataset

Reliability and internal consistency of the selected items was also measured assessed. This was done through the calculation of Cronbachs Alpha in conjunction with correlation analyses.

Rebuttals to these arguments, from proponents of the technology, is centred

around the great potential of the technology to solve a number of issues currently plaguing the world. The use of GE in plants and animals used for food
could provide a solution to the global food crisis. The application of GE in medicine could address the increasing incidence and prevalence of disease worldwide, and finally, the application of GE in biofuels may provide reprieve for the
global fuel crisis.

Product-specific Attitude

2001

values of each item were observed. Items which were perceived to have the strongest influences, by observing -values, were selected to be included in the

The area of GE has, for a long time, been an area of hot debate often evoking
strong emotional responses from the public. Opponents to the technology argue that GE poses as a threat to the health, safety and wellbeing of the environment, animals and humans alike. Furthermore, GE has struck a chord with those
with a religious disposition as many argue that the very act of modifying an organisms DNA is against God/nature, playing God and outright unnatural.

200

2009

strength of the influence of these items in the 2009 data. All items from each construct group were run through their own regression model and the -

The Issues & The Potential

Social Norms

2005

Product-specific 55. Feel good buying this product

Attitudes
56. Useful product

Intention to
Purchase

Trust

400

2003

Extrinsic Moral 21. GE help cure disease

Values
22. GE help solve food

standardised

Extrinsic Moral Values

600

2001

40. Acceptable to GE animals

uct-related risks

regression

Question

Intrinsic Moral Values

800

However, analysis of the results also showed that a majority of people support the
use of GE in certain circumstances. Furthermore, more people appear to support
the use of GE in medical applications compared with food applications.

Intrinsic Moral 16. GE fits cultural spiritual

Values
17. GE fits moral

Attitude towards

1000

Due to the design of the Likert Scale, means >2.5 are considered to be negative
attitudes towards GE , whilst scores <2.5 are more positive attitudes towards GE.
Analysis of the means shown in the table below indicate that overall attitudes towards GE, in 2009, are more negative than positive. This observation is further
supported when the frequencies are analysed (right). Here we can see that most
responses are in the disagree and strongly disagree category.

Construct

uct-related bene-

ess-related bene-

This thesis is the fourth instalment in a series of studies conducted by Bruce Small over the past 8 years. As with the previous studies, in 2001, 2003 and 2005, a
questionnaire was used to obtain information from the public with regards to their attitudes towards GE. It is these studies which have be used as a point of comparison to determine if there have been changes in the NZ publics attitudes towards GE.

1200

Mean
Perceived prod-

factors

Past Research

Frequencies of Constructs
No. of responses

Thesis Title

RESULTS & CONCLUSIONS

No. of responses

INTRODUCTION & BACKGROUND

Simple analysis of changes in responses to particular items over time

indicates that attitudes towards GE in 2009 appear to be more negative than attitudes in 2003 and 2005 (Left). However, these results may
be confounded due to the use of a different method of distribution and
sampling. Regression analysis was run with year as a dummy variable in
order to determine if changes in methodology have in fact influenced
the results observed. The result from this analysis indicated that there
had only been a very small influence, however, this result was not statistically significant, Sig. = 0.716. Comparison of the demographics between all 4 years was performed. These results indicated that a majority of the demographics had remained fairly constant, with the exception of a slight increase in the number of female participants.

Conclusion & Recommendations

Changes in Attitude
The final question concerns a time-series-like analysis of the data across the four years. Answers to this question were sought by using Fishers least
significant difference (LSD) post-hoc ANOVA test in conjunction with line plots of means across time. This allowed for the comparison of means between each of the four years. General trends were alluded to through the observation of changes in means.
Explanatory
The final stage of analysis involved the discussion for the results observed from which conclusions will be drawn. This will require drawing upon literature and works in this field. The product of this stage of analysis will be in the form of validation of Smalls model or the creation of a new model
and a set of recommendations for future research or strategies to be implemented.

Analysis of the data indicates that the New Zealand public still hold a negative stance towards GE. However, it has also indicated that their attitude towards GE
may in fact be dependent on the type of GE application, a concept which has been reflected in existing literature in the area. This idea is further supported in
regression modelling of attitudes, where it was found that, Product-specific attitudes had, by far, the greatest influence on determining purchase intent. Furthermore, as has been shown in prior studies, the public are more accepting of GE for medical applications compared with food. This may be a reflection of teleological beliefs as medical applications are considered to have potentially greater benefits compared with food applications which are associated with a greater
amount of risk.
The question of whether attitudes have change in recent years has been a difficult one to answer. A quick glimpse of the results suggests that attitudes are now
more negative than previous years, however, confounded results make it difficult to ascertain if the changes observed are due to shifts in attitude or changes in
methodology.
Recommendations for futures studies include conducting studies looking at attitudes towards other GE applications such as biofuels. Additionally, it is recommended that there is a shift back to the methodology used in the first three studies in order to make comparisons between years possible. Furthermore, one of
the primary findings of the study was that several participants in the study felt they didnt have enough knowledge or understanding about GE to satisfactorily
answers the questions. In previous international studies it has been found that populations with a greater knowledge and understanding of the technology
tended to show more support for its use. Thus it is important to properly educate the public about the technology so as they will be able to make more informed judgements on the technology.

BLAINE AH YUK-WINTERS