In January 2020, the United States implemented a federal bioengineered labeling standard for food products that contain genetically modified material set to go into effect in January 2022. This bioengineered label indicates which products contain detectable levels of genetic material that have been modified through lab techniques that cannot be achieved in nature. An already existing alternative to the bioengineered label is the Non-GMO Project verified label which has been on the market since 2007, and indicates products free of genetically modified material through lab techniques. As consumers are now confronted with multiple labels pertaining to information related to genetic engineering, it is important to understand how people interpret these labels as it can lead to a greater understanding of how they inform consumer choice. We conducted a survey with 153 biology and environmental studies undergraduate students at Binghamton University in Binghamton, New York, asking questions about participants' views on genetically modified organisms (GMOs) and related terminology, corresponding food labels and how these labels influence their purchasing decisions. Results demonstrated a lack of awareness of the bioengineered label compared to the Non-GMO Project verified label. Additionally, individuals associated ‘bioengineered’ and ‘genetically modified’ with differing themes, where ‘bioengineered’ was more often associated with a scientific theme and ‘genetically modified’ was more often associated with an agricultural theme. There was also a discrepancy in how individuals said these labels influenced their purchases vs how the labels actually influenced purchasing decisions when participating in choice experiments. While the majority of participants reported that neither the Non-GMO Project verified label nor the bioengineered label influenced their purchasing decisions, in choice experiments, the majority of respondents chose products with the Non-GMO Project verified label. This study can give insight into overall perceptions of different terminologies associated with genetic engineering, in addition to how these labels are interpreted by consumers, and how they could affect purchasing decisions with the implementation of the new bioengineered label.
