British Food Journal

Purpose – In addition to having an understanding of consumers' food choice motives which influence their attitudes toward GM foods in Taiwan, the aim of this study is to ascertain whether gender differences play a role in consumers' food choice motives and their attitudes toward GM foods.

Design/methodology/approach – A total of 12 distinct food choice motives, adapted from the Food Choice Questionnaire (FCQ) is posted on a questionnaire collection web site to collect research data. A total of 522 useful responses were elicited as the data input for analysis.

Findings – The results indicate that mood, sensory appeal, price, and familiarity were found to have positive impacts on consumers' attitudes toward GM foods but natural content is observed to have a negative impact on consumers' attitudes toward GM foods. Moreover, female consumers have a more negative attitude toward GM foods than male consumers when they consider whether GM foods are healthy or not.

Practical implications – The marketers of this GM foods sector in Taiwan should emphasize the price advantage and the appealing sensory aspects of GM foods. By doing so, consumers could familiarize themselves with such foods being promoted. However, how to prevent them from treating GM foods as unnatural and unhealthy is an important task for GM foods marketers.

Originality/value – This is the first study to investigate the gender gap in food choice motives as a determinant of consumers' attitudes toward GM foods in Taiwan. Based on the empirical findings, some suggestions are provided here to benefit the marketers of this GM foods sector in Taiwan.