Perceptions of CRISPR and the role of risk information seeking and processing: An analysis of North Carolina consumers

Genetic engineering technologies, like CRISPR, have ignited public acceptance issues due to perceived risks and previous rejection of genetically modified organisms. Thus, there is a need for evidence-based strategies to inform effective science communication and outreach. The current study explored North Carolina residents’ perceptions of risk and patterns of information‑seeking and processing behaviors (based on the Risk Information Seeking and Processing [RISP] Model) around CRISPR technology in food. Results indicated that the primary variables of and relationships within the RISP model were supported by the findings of the current study, corroborating previous research using the model. Findings also demonstrated the impact of news media, social media, university-based extension programs, and interpersonal relationships on risk information‑seeking and processing behaviors. Overall, there were no consistent patterns observed between channels and information‑seeking and processing behaviors; thus, different channels likely have different impacts on consumers’ informational behaviors. Key findings highlight the importance of ensuring the accuracy of news headlines for scientific innovations like CRISPR so that misinformation does not proliferate using “click-bait” headlines. Additional findings from the RISP model and their implications for communicating about the use of CRISPR technology in food are discussed.