Consumer attitudes and behaviors toward direct-to-consumer genetic testing

Abstract

Direct-to-consumer genetic testing (DTC-GT) is a rapidly expanding sector within the healthcare industry. It offers individuals access to personal genetic information related to ancestry and health predisposition. However, DTC-GT poses significant challenges for consumers, particularly in terms of Data privacy. This study aims to examine consumer attitudes and behaviors toward ethnicity-based genetic testing and key factors influencing consumers to use or not use DTC-GT. To investigate this phenomenon, we conducted 10 in-depth semi-structured interviews with diverse participants to understand their perception of genetic services. The findings reveal that curiosity is the primary motivation for potential customers, it improves their sense of identity and connection to their heritage. Nevertheless, there are significant ethical concerns regarding data privacy and the potential misuse of genetic information. Participants expressed doubts about the reliability of genetic tests and the transparency of data management practices. Based on the findings, this study outlines the theoretical contributions and offers practical managerial insights for managers of DTC-GT platforms on how to improve trust and reliability for consumers.

Date of Award	9 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maher Georges Elmashhara (Supervisor)