Perceived Value and Social Influence Drive Acceptance of GM Food in Spain
July 16, 2025| |
A new study conducted by researchers from the Universitat Rovira i Virgili, Complutense University of Madrid, and Rey Juan Carlos University in Spain reveals key drivers influencing the acceptance of Spanish consumers from Generation Z and Generation Y, also known as millennials, towards genetically modified food (GMF). The study is published in Food and Humanity.
The study analyzed a total of 470 questionnaires from an online survey targeted at Generation Z and millennials aged 18 to 44 years old. In this study, the results revealed that perceived usefulness (PU), perceived value (PV), and social influence (SI) significantly increase the likelihood of GMF consumption. The study found that PU and SI are the strongest predictors of behavioral intention among Generation Z and millennials.
The findings suggest that highlighting the nutritional and environmental benefits of GMF can enhance consumer acceptance, particularly among younger, more digitally connected populations. The authors conclude that targeted communication strategies and campaigns emphasizing usefulness and peer influence, combined with transparent labeling, are crucial for boosting GMF adoption.
For more information, read the study from Food and Humanity.
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