GMO Labeling Perceptions Among Underclassmen Enrolled in a College of Agriculture. Payton Harrell. Texas Tech University ACOM

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1 GMO Labeling Perceptions Among Underclassmen Enrolled in a College of Agriculture Payton Harrell Texas Tech University ACOM Fall 2016 Final Research Proposal 1

2 Introduction Need for Study Among colleges and universities across the nation, it goes unsaid, but understood, that the colleges of agriculture are typically much smaller in population when compared to others. This does not necessarily reflect the level and quality of the students who study within the college; Many of the most successful students a college or university produces have obtained agriculture degrees. Though the agriculture departments are quite small, it is a common consensus these departments are continuing to rise in enrollment. Often times, many students within the agriculture departments have little-to-no background in agriculture, they have just done their research. Most students feel that taking the agriculture route provides a less stressful, more enjoyable college experience which still offers a great level of learning. The professors often get to know their students on a first name basis, the classes are much smaller, and the students are provided with a much more personal, direct education. The increase in the number of students, more particularly the non-agriculturally rooted students, heavily diversifies the levels of understanding regarding certain concepts of agriculture. The focus of this study is to analyze the perceptions and level of understanding among underclassmen students in a college of agriculture toward the necessity of labeling genetically modified organisms in food products. The use of GMOs is an extremely controversial subject amongst both agriculturalists and non-agriculturalists across the globe. This study s purpose is to identify if being a young student in a department where GMOs are more of a focus affects the students views. 2

3 Purpose and Objectives The purpose of this study is to decipher the perceptions among underclassmen students in a college of agriculture toward the necessity of GMO labeling in food products. The objectives utilized to guide this study are as follows: 1. To determine the level of knowledge underclassmen with agriculture backgrounds have within the concept of GMOs. 2. To determine if there are differences of knowledge depending upon the students time involved in or exposed to agriculturally-related topics. 3. To determine if other varying demographic factors weigh into the perceptions of GMO labeling. Significance of the Project As stated earlier, the concept of GMO labeling is a hot topic in the modern world, especially in the United States. According to Tomasz Twardowski (2015), The USA, in which GMO labeling is not mandatory, continues to lead the productions of biotech crops, biopharmaceuticals, biomaterials, and bioenergy, (pg. 1). It is essential to identify if being involved in agricultural studies helps mold the knowledge and views toward the subject. It is important for others to understand what is being discussed and debated across the world, and this study could provide readers with answers regarding GMOs. It is crucial to uncover the variable which differentiates those who understand the concept and those who do not, so educators of the subject can adapt to audiences who are less informed. Literature Review The variety of backgrounds students are raised in have extreme impact on the understanding of agricultural subjects. This study takes into focus the differences of 3

4 demographics, and analyzes the comprehension rates of GMOs and agriculture in general among an array of people groups. Residential Location Irani, Sinclair, and O Malley (2001) took samples of students which differed in genders and ethnicities at three universities with very diverse geographical locations. These samples were administered by a questionnaire which asked a wide margin of questions regarding speculations of GMO labeling. Results reflected the geographic location of these students had the greatest influence on whether or not they would purchase GMO labeled food products. Students at Kansas State University, a deeply agriculturally-influenced area, reported back with the largest acceptance rate. Over 72% of KSU students would purchase these food products. University of Florida and Florida International University represented urban and suburban areas. University of Florida came back with 63.2% acceptance while Florida International University only reported a mere 43.3% rate of acceptance of the idea (Irani, Sinclair, & O Malley, 2001). A study conducted by Sohan, Waliczek, and Briers (2002) focused on the student population at Texas A&M University. Through the year-long study, it was revealed the majority of students at the university had little-to-no knowledge of biotechnology, which is directly associated with GMO labeling. The report states, despite a low awareness or knowledge of biotechnology, students were accepting of specific applications or products of biotechnology, (Sohan, Waliczek, & Briers, pg.2). Texas A&M is known for its involvement and foundation in agriculture, and its location in a highly agriculture-oriented state such as Texas reflects the proposal, which connects acceptance with geographic location. 4

5 Level of Comprehension Through a study conducted by Dawson and Schibeci (2016), it was revealed students who have been taught the specifications and details regarding biotechnology, and more specifically, GMO labeling, have much higher rates of acceptance of the consumption of GMO labeled food products. The study s original intentions were to uncover the levels of knowledge younger generations have when it came to pressing issues in current times, and biotechnology was the topic of choice. Researchers took part in one-on-one interviews with 10 th grade students asking questions over biotechnology. One sample group was a class of students which were provided with a 10-week course which covered biotechnology, genetics, and GMOs. According to Dawson and Schibeci (2016), It was found these students were much more accepting of the idea of biotechnology, and more specifically, the levels of safety when eating GMO labeled foods, after completing the course, (pg. 3). They then interviewed students who had not been provided with a course as such which produced results that reflected the students uncertainties and skepticism regarding the consumption of non-labeled food products, and GMO products in general. Another similar study conducted by McCollough and Strychar (2010). revealed, in the absence of specific instruction on issues surrounding GMOs, basic awareness of the role GMOs play in their diet by US undergraduate students is very low, (pg. 24). Lubbock Avalanche Journal news journalist, Josie Musico, recently interviewed Texas Tech agricultural economists regarding the United States implementing a bill which required GMO products to be labeled. Musico stated in her article, A new mandatory GMO labeling law could be detrimental to agricultural production and ultimately drive up food prices, according to a pair of Texas Tech agricultural economists, (pg. 4). The interviewees were nearly distraught at the thought of the mandate. The economists summarized their opinions by explaining to Musico 5

6 this recent mandate was simply emotional support to the American public since genetically modified organisms have been scientifically proven to be harmless to consume (Musico, 2016). The Texas Tech employees have deep histories and backgrounds in knowledge regarding the concepts of biotechnology and GMO S, and find it quite unnecessary. According to a report by Jagadeesan Premanandh (2011), it is argued that mandatory labeling does not provide any meaningful information to the consumers at all, (pg. 37). Appealing to Younger Generations A study was recently conducted by Krause, Meyers, Irlbeck, and Chambers (2015) regarding the effects YouTube can have on voters regarding agricultural topics such as GMO s. Through their research, it was concluded the videos that had the greatest impacts, feedback, and persuasion in the viewers opinions were the videos which appealed to the support of the requirement of GMO labeling in California. These videos were specifically designed to appeal to younger generations. To grab the younger viewers attention, the videos were created to engage their emotional sides, but had little-to-no logic and common sense implemented into the videos. As a result, the researchers concluded social media has great influences on the views and opinions on younger individuals, and to fully engage younger generations, it is essential to appeal to their emotions. Methods Participants The targeted sample populations for this study will be undergraduate students enrolled in Texas Tech University s College of Agriculture and Natural Resources. The study will take place during the 2017 spring and fall semesters. Representatives from each major within the agriculture college will be essential to make the study relevant. A sample group of 200 people 6

7 will be utilized. 100 students are expected to reply. Recruitment for the study will take place through an which will be sent out to all students in the agriculture college at Texas Tech. The administered will provide a brief outline. Attached to the will be a link to the online questionnaire, and the specifics required of the study such as the due date. Drawings for multiple cash prizes will be incentive to volunteer. Procedures The questionnaire administered will ask a wide range of questions regarding not only GMO labeling, but also biotechnology as a whole. The level of comprehension of biotechnology will provide background information for the researchers which will provide a basis of the levels of knowledge each student has regarding the topic. Materials The online questionnaire will be administered through the online survey developing website, surveymonkey.com. The questions required of the survey will need to include the GMO/biotechnology specific questions as mentioned above, but also demographic questions which help identify if there are impacts these demographics have on their level of understanding. Multiple answer questions will be utilized, as well as likert-type-scale questions which helps the researchers to fully understand the level of comprehension and acceptance. Implications The outcome of this study will provide basis for agriculturalists, specifically at Texas Tech within the agricultural communications department, on how to better advocate GMO labeling. This study will help identify if having an agriculture background has direct correlations with the opinions and levels of understanding of GMO labeling in food products. It will also identify if other demographic factors such as age, race, location, and field of study in school have 7

8 impacts on the perceptions of the topic. Agricultural advocates will then have a clearer, more concise understanding of the specific people groups they need to put more emphasis on while advocating this specific topic. They can make the direct link between these demographic differences, and the levels of comprehension and concern regarding GMO labeling in food products. 8

9 References Dawson, & Schibeci. (2016, October 15). About biotechnology. Retrieved November 2, 2016, from Irani, T., Sinclair, J., & O'Malley, M. (2001, January). Whom do you trust? The influence of culture, gender and geography on consumer perceptions of gmo-labeled products. Retrieved November 2, 2016, from Krause, A., Irlbeck, E., Chambers, T., & Meyers, C. (2016). What side are you on? An examination of the persuasive message factors in proposition 37 videos on YouTube. Retrieved November 1, 2016, from journalofappliedcommunications.org McCollough, C. & Strychar, K. (2010) College student awareness and perception of genetically modified foods. Nature Education Knowledge 3(10):52 Musico, J. (2016, August 5). Texas Tech economists call GMO labeling bill 'terrible idea,' others praise law. Retrieved November 2, 2016, from lubbockonline.com Premanandh, J. (2011, February 1). Global consensus Need of the hour for genetically modified organisms (GMO) labeling. Journal of Commercial Biotechnology, 17(1), doi: Sohan, D. E., Waliczek, T. M., & Briers, G. E. (1998, January). Knowledge, attitudes, and perceptions regarding biotechnology among college students. Retrieved November 2, 2016, from search.proquest.com Twardowski, T. (2015, January). Uninformed and disinformed society and the GMO market. Trends in Biotechnology, 33(1),