Product labeling and consumer perceptions of foods containing bioengineered ingredients: Exploratory research combining eye-tracking and survey data

The National Bioengineered (BE) Food Disclosure Standard went into effect in the United States (U.S) in January 2022, requiring food manufacturers to disclose whether food offered for retail sale contains BE foods. Among several options, disclosures on food packaging can include text disclosure or an approved BE logo. We used eye-tracking instrumentation and digital images of food packages to compare college undergraduates’ (n = 67) visual attention of a BE text statement with a BE logo. We also used the theory of planned behavior (TPB) and trust in science in the development of a survey to explore students’ perceptions toward and intention to purchase and consume BE foods. Findings indicated the over half of participants did not fixate on either the BE logo or text. For those who did, slightly more attention was given to the text. Overall, participants held favorable views toward BE but were neither likely nor unlikely in their intent to purchase BE foods. The TPB variables were significant in a model that can be used to explain nearly 65% of the variance in future intention to purchase and consume BE foods. No significant associations were found between logo or text attention allocation and survey variables.