LAUSR

This study examines whether knowledge exposure and supreme wine attributes such as appearance, aroma, taste, and hangover avoidance influence consumers’ quality evaluation and purchase intentions of genetically modified (GM) wines. We conducted two experimental studies in two different settings involving a total of 321 subjects. Results indicate that educating consumers with knowledge on GM wines efficiently reduces the fear caused by GM identity. Importantly, the desirable organoleptic and functional performances of GM wines not only reduce consumers’ concerns with GM products but also enable GM wines to surpass conventional options that are less salient in these performances. Specifically, consumers would choose a GM wine over traditional options if the GM wine has a superior appearance and the ability to eliminate a hangover. Furthermore, consumers express equal acceptance of GM wines and traditional counterparts when there are no differences in aroma and taste. This research delivers significant implications for wine marketing through examining a timely and controversial subject matter.