Risks and Trust Among Factors That Affect GM Rice’s Appeal to Chinese Consumers

Consumers' purchase intention will help determine the success of any genetically modified (GM) product. Identifying the factors that affect it must be considered when developing a strategic marketing plan for GM rice in China.

The Chinese government encourages agricultural research and development to address food security. Among these is the use of biotechnology on crops. As a result, genetically modified rice varieties were developed to add more options to the country's staple food supply. A study conducted by Beijing Wuzi University investigated the impact of perceived risks on purchasing intentions of GM rice to gauge how it will perform when introduced to consumers and determine the relationship among variables.

An online survey from March to May 2018 produced 564 valid responses from eight provinces and cities in China. The study found that trust in government, scientists, and the media can stimulate consumer purchase. It also documented that perceived risks can potentially weaken the consumers' purchase intention, while trust fosters the GM rice's perceived benefits. The main conclusions of the study are:

• Health and moral risks and purchase intention have a significant negative correlation.
• Environmental, functional, and economic risks and purchase intention have no significant correlation.
• Trust and purchase intention has a significant positive correlation.

The results will help establish a purchase intention model for GM rice in China when developing a strategy to help with the commercialization phase.

Read more in Frontiers in Psychology.