Frequently heard within New Zealand are arguments that release of genetically modified organisms (GMOs) into the environment will harm the "clean green" image of the country, and therefore do irreparable harm to export markets for food products and also to the New Zealand tourism industry. But where is the evidence? To investigate the likelihood of harmful effects on New Zealand's clean green image in relation to food exports, we have previously used face-to-face interviews with gatekeepers in the food distribution channel in five countries in Europe, in China, and in India. To investigate potential impacts on the New Zealand tourism sector, we have surveyed first-time visitors to New Zealand at Auckland International Airport soon after arrival. We conclude that it is highly unlikely that introduction of GM plants into New Zealand would have any long-term deleterious effect on perceptions in overseas markets of food products sourced from New Zealand. Furthermore it is highly unlikely that New Zealand's image as a tourist destination would suffer if GM plants were introduced.
Keywords: Australia; GM crops; New Zealand; consumers; country image.