The Effects of Color Alterations in Genetically Modified Organisms on College Students

This study introduces a new aspect to the knowledge of genetically modified organisms (GMOs) that showcases changes in color (e.g., purple tomatoes, pink pineapples, and golden rice). It has been established that these specific GMOs can increase nutritional intake, but there is a gap in the consumers’ perceptions of these alterations. This research investigates how modifications that alter the color of food products affect consumer attitudes towards GMOs; it specifically focuses on the college student demographic (18-25), as they have shown significant dietary deficiencies. A survey study consisting of 50 participants (n = 50) was conducted using a Likert scale from 1-5 to rate college students’ perceptions of both unmodified and genetically modified foods. The medians of these two entities were later compared using the Wilcoxon signed-rank test, revealing a statistically significant effect of color changes on consumer perceptions (z = -3.993, p < 0.001), with a calculated effect size of -0.56, displaying a moderate to large negative shift in perception. These results suggest that genetic modifications that alter food color can significantly impact consumer acceptance. This study not only contributes to our understanding of how modifications of physical characteristics influence consumer behavior but also suggests that the success of genetically modified food products may heavily depend on sensory perceptions. This has important implications for the development and marketing strategies of GMOs, and it emphasizes the need for careful consideration of consumer preferences in genetic engineering practices.