Consumer Perceptions toward Genetically Modified Food Products: A Qualitative Study in Tehran

Background and Objectives: Currently, increases in population of the world increase supply and food demands. Production of transgenic plants is one of the relative achievements. The aim of this study was to describe the consumer perceptions towards transgenic products.  Materials & Methods: The study was carried out by sampling with the maximum diversity and participants enrolled until data saturation. Thirty adults aged 20–70 years living in Tehran were recruited in the study using in-depth interviews and 15 people were included in the study through focus group discussion. Data were analyzed using directed content analysis and MAXQDA Software (Version 10). Results: Findings showed that people awareness on transgenic products was relatively low and limited. The sources of information mostly included the Internet and television and the most important types of transgenic products were oils, fruits, corn, rice and soy. Based on the participant views, lack of exact determination criteria and exaggerated advertisements were the shortcomings of information on these products. Based on the consumer interpretation, transgenic foods were products manipulated by hormonal changes and molecular structure grafts, which included various tastes and appearances, compared to normal products. Conclusion: Based on the importance of information in shaping people attitudes and perceptions, lack of proper information to publicity was revealed in this study. Proper use of the undeniable ability of mass media, especially television, is one of the factors that can contribute to this information. Another factor that can help this information includes clear labeling.