Exploring consumer beliefs of genetically modified foods and their influence on food security in South Africa

Abstract Background Genetically modified foods (GMFs) are thought to answer global food security concerns. Current disasters, wars, climate change and various other factors have affected food supply chains in developed and developing countries, further heightening the emphasis on food security. In developing countries financial, social and environmental constraints weigh down consumer food choices. Studies have provided reasons for the slow uptake and purchase of GMFs but have not explored the role consumer beliefs play in the purchase and consumption of GMFs. To understand this better, the study aimed to explore the beneficial and concerned beliefs that drive the intention to purchase GMFs from South African consumers. Methods A qualitative study framed within a constructivist paradigm was conducted using a phenomenological, exploratory, and descriptive research design to gather data through online semi-structured interviews from 32 purposefully and conveniently snowballed selected participants who were aware of GMFs and resided in the KwaZulu Natal Midlands, South Africa. Thematic analysis was used to analyse the verbatim transcribed data resulting in thematic saturation of the relevant themes emerging from the data. Trustworthiness principles were applied to the study design and data analysis. Findings Findings suggest that consumer beneficial beliefs resemble a self-centred approach of personal and direct gains consumers could receive from GMFs. Self-centred financial gains from GMFs’ lower price points and longer shelf life, were purchasing intent drivers. Production beneficial and concerned beliefs were not found to drive GMFs purchase intent. Conclusions The study revealed that specific GMFs benefits matter more to consumers than others. These benefits bring a financial reward that directly affects the consumer. Genetically modified food purchases can be stimulated by addressing personal gains consumers will receive. In developing countries, where cash-strapped consumers may personally benefit from GMFs purchases and consumption, food security can effectively be addressed. Consumers’ self-centred gains offer GMFs a better chance of being used for what they were developed for and doing good, where it is needed.