出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
摘要：The goal of this research was to analyze the influence of the moral in the perceived risks in relation to genetically modified food. Firstly, a desk research about the history of diet, the act of eating among human beings and the types of perceived risks in the area of consumer behavior was done. Afterwards, in-depth interviews with eight religious leaders of the two main religions in Brazil, catholic and evangelical (IBGE, 2004), have been conducted. The present-day society is not simply using the natural resources, but rather becoming capable, with the genetic modification, to create its own resources, and consequently perceived risks of moral origin can be triggered in some segments of the population. During personal interviews with religious leaders, a absence of knowledge was observed on the subject, as well as an absence of formal position of the Church about genetic modified foods. Results indicated that a consensus was not reached and related to the subject, as have being pointed positive and negative aspects in relation to the genetically modified products. Besides the possible perceived benefits, risks are perceived, in special about the human dream of omnipotence. With these results, the authors propose a new type of perceived risk, specific for the genetically modified products: the so-called ‘Adam’s Paradox’.
关键词：consumer behavior ; genetically modified food ; perceived risks ; history of human diet ; ‘Adam’s paradox’.
