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A total of 316 consumers participated in an interview study on their opinions on genetic modification (GM). Most participants were negative to use of GM in general. About 20 percent of the respondents were willing to accept GM foods for marketing in Sweden and were also willing to buy such products. Almost all respondents stated that GM products should be labelled. The respondents were most positive to applications “GM of bacteria for medical purposes (e.g. insulin producing bacteria)” and “Genetic approaches to fighting hereditary diseases”. Males were generally more positive to GM, so were the younger respondents. No significant differences in consumer attitudes were found with respect to level of education or place of residence. The results indicate that Swedish consumers in general are negative towards GM. However, the motives underlying the consumers’ opinions are far from clear. Consumer concerns are very complex and difficult to study. Therefore, individual and group interview strategies could prove to be valuable in attempts to further understand consumer attitudes to this new technology.

The present study reports demographic differences with respect to Swedish consumers’ attitudes towards organic foods (milk, meat, potatoes, bread), purchase frequency, purchase criteria, perceived availability, and beliefs about organic foods. A random nation‐wide sample of 2,000 respondents, aged 18‐65 years, were mailed a questionnaire and 1,154 (58 per cent) responded. The majority of consumers, and particularly women and young respondents (18‐25 years) reported positive attitudes, but purchase frequency was low. A total of 13 per cent stated that they regularly bought organic milk. Corresponding figures for organic meat, potatoes, and bread were 13, 16, and 8 per cent respectively. The most important purchase criterion was good taste, and the least important was “organically produced”. Approximately half of the respondents were satisfied with the availability of the organic foods. The organic foods were perceived to be more expensive and healthier than conventionally produced alternatives. A major obstacle to the purchase of organic foods was reported to be premium prices. The results suggest that the consumption will not increase as long as important purchase criteria and perceived beliefs about organic foods do not match.