Knowledge Shapes Views of Gen Z Consumers on GM Foods

A study conducted by researchers from FPT University examines how knowledge affects the perception and purchasing decisions of Generation Z (born between 1997 and 2012) on genetically modified (GM) foods. The study, published in the Journal of Agriculture and Food Research, aimed to understand how information influences attitudes of young consumers in Vietnam.

The study surveyed a total of 416 Gen Z respondents and analyzed the data to assess how knowledge shapes perceptions of benefits and risks. The analysis showed that greater knowledge increases perceived benefits and reduces perceived risks, which together shape overall attitudes toward GM foods. Perceived benefits were found to have a stronger effect on attitudes than perceived risks.

The findings reveal that a positive attitude is the strongest predictor of willingness to purchase GM foods, supported by social approval and confidence in access and consumption. Knowledge influenced purchase intention mainly by increasing perceived benefits rather than by reducing risk concerns. The study concludes that clear, transparent, and evidence-based communication highlighting the benefits of GM foods could help build more positive attitudes and encourage acceptance among Vietnamese Gen Z consumers.

For more information, read the study from the Journal of Agricultural and Food Research.