Advocates and sceptics: Mapping consumer segments for gene-edited foods in New Zealand

Abstract

Gene-editing technologies offer transformative potential for sustainable food production, yet acceptance by some consumers remains a concern. This study examines New Zealand consumers’ attitudes toward gene-edited foods and regulatory reform, applying the cognitive-affective personality system model to uncover the psychological drivers of acceptance. Regression analysis shows that perceived benefits, trust in scientists, and both positive and negative emotions strongly predict willingness to try gene-edited foods and support deregulation. Cluster analysis further revealed three distinct consumer segments: Enthusiastic Adopters, Cautious Optimists, and Skeptical Critics, each with unique psychological profiles and demographic traits. These insights highlight the importance of cognitive and affective factors in shaping consumer attitudes and demonstrate the value of segmentation in capturing consumer diversity. By linking consumer psychology to marketing strategy, the study offers actionable insights for designing targeted communication, product positioning, and engagement approaches tailored to different consumer segments.