Genetically engineered (GE) fast growing salmon is likely to be the first GE animal approved by FDA, Our research objectives were to (a) assess men's and women's opinions of GE Salmon, (b) identify possible differences in their opinions and the reasoning behind detected differences and (c) assess willingness to consume GE salmon based on factual information provided. Twelve focus groups, six with each sex, were conducted with volunteers, who ate or bought salmon, recruited from non-science units at auniversity and the surrounding community. Participants voiced opinions after viewing factual information on GE salmon production. Data were analyzed by use of constant comparison to develop thematic findings. Both sex groups identified some similar consequences and concerns about regulatory approval of GE salmon. However, women's groups expressed greater concern about fish welfare, the naturalness of GE salmon production, unknown adverse effects on human health and regulatory sufficiency, whereas men'sgroups were more concerned about adverse environmental impacts and industry motives, reflecting established outrage factors. Willingness to consume was influenced by personally relevant consequences and concerns, trust of regulators and choice providedby labeling. Four options are identified that could help marketers of GE animal products reduce outrage.
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