Browsing by Author "Turtiainen, Tiia"

The study was performed to clarify if women consumers´ objective and subjective knowledge and general attitudes to their attitude have effect, and if the attitude to the information desire about the genemodified crops (=GM-crops) has effect. The results could be utilised in the informing about the GM-crops. The about 13 000 members of Marttaliitto ry was chosen as a sample which represents Finnish women consumers. The material was collected as email survey and the female interviewees' answers that were used for analysis came altogether 2 241 pieces. In a multinomial logistic regression analysis the attitude towards the GM-crops (=the GM-attitude) as explanatory variables was obtained, subjective and objective information, general attitudes towards nature, plant breeding and organic food, and confidence to information about the GM-crops given by the journalists, researchers, the European Union and environment organisations. From demographic variables the age and the place of residence explained the GM-attitude. The information desire was explained by the GMattitude. The woman consumer's subjective and objective knowledge and the general attitudes towards nature, plant breeding and organic food affect an attitude towards the GM-crops and the attitude affects an information desire about the GM-crops. In the K-means cluster analysis it was formed based on the GM-attitude, four different women consumer segments: green opponents, green fighters, non-green supporters and acceptors. The green opponents and acceptors wanted to have information about the matter areas concerning GM-crops more than the non-green supporters and the green fighters from the segments. The results can be used as help for the communication when the women consumers informing of the matters which are related to the GM-crops. More information is wanted so there should be it easily available. To maximise the effectiveness of the communication, communication should be focused according to different consumer segments. In the future it would be interesting to know how women consumers will be reacted to the information about the GM-crops if there is information from the desired sources available. Would the women consumers use information and would they be interested in the information for real?