Building Public Trust and Improving Market Access Could Strengthen Golden Rice Acceptance in the Philippines

Researchers from Mapúa University in the Philippines have examined consumer acceptance of Golden Rice. By combining the Theory of Planned Behavior with a food systems governance perspective, the study highlights how communication and perceived market accessibility are associated with consumer acceptance, showing that public perceptions of biofortified crops extend beyond their scientific and nutritional merits.

Analyzing survey responses from 333 Filipino adults, the team found that access to reliable information and confidence in market availability were the strongest drivers of positive consumer attitudes and intent to consume Golden Rice. While communicating nutritional benefits remains essential, practical factors such as ease of access were more influential in shaping consumer choices than social expectations.

The findings emphasize that favorable consumer attitudes alone may not be enough to support the wider adoption of biofortified crops. Ensuring that these products are accessible through affordable pricing and reliable distribution, including availability in local markets and stores, is equally important.

Read the full study in GM Crops & Food to learn more.