Attitude, Trust, and Knowledge Affect Consumers’ Willingness to Buy GM Foods in Iran
May 4, 2022| |
Researchers believe that it is important to determine what affects the consumer's willingness to buy foods derived from genetic modification (GM), especially in a country like Iran where people have little information about them.
The study was conducted by developing a conceptual model which was tested on 450 participants from the 10 districts of Tabriz, Iran. The goal was to examine the factors that influenced the public's willingness to buy GM foods. Structural equation modeling was then conducted to determine the relationship between related constructs and their willingness to buy GM foods.
It was found that the positive determinants of willingness to buy food were attitudes towards GM technology and foods. Knowledge, on the other hand, had a significant negative impact. Attitude was found to be affected by moral and ethical concerns. Attitude, trust, and knowledge, in that order, were found to be strong factors that influenced the consumers' willingness to buy GM foods.
The study's results can assist lawmakers, farmers, and food industry personalities to make the right decision regarding the application of biotechnology in food production and plant cultivation in the context of a developing country.
Learn more from the British Food Journal.
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