Consumers’ risk perception, information seeking, and intention to purchase genetically modified food: An empirical study in China

The purpose of this paper is to explore consumers’ intention to purchase genetically modified (GM) food from the perspective of risk information.

A conceptual model was proposed in which intention to purchase GM food is stimulated by the combination and complex effects of knowledge, risk perception, information need, information seeking and attitude. A face-to-face questionnaire survey was conducted in Jinan, Shandong Province. A total of 757 valid samples (55.6 percent of women vs men) were involved to conduct structural equation model analysis.

Results demonstrated that attitude is the most important predictor of intention to purchase GM food. Attitude, in turn, is predicted by risk perception and information seeking. Risk perception is a significant determinant of information need and information seeking. Moreover, information need influences information seeking. Finally, knowledge plays a critical role in risk perception and intention. Overall, the explained variance of the model is 66 percent.

The study provides new insights explaining intention to purchase GM food by constructing a conceptual model from the perspective of risk information. In this model, knowledge, risk perception, information need and information seeking are all based on information related to GM food, resulting in attitude and intention to purchase.