Purpose

This study investigates consumers' willingness to adopt genetically modified foods (GM) and the role of innovation and behavioral determinants.

Design/methodology/approach

A new integrated model that expands the Health Belief Model (HBM) into the Innovation Diffusion Theory (IDT) was developed and examined. A total of 241 consumers were selected from the capital of Iran, Tehran, through a multistage random sampling. The data were analyzed using SEM-PLS modeling.

Findings

The extended HBM model was able to predict about 84% of the variance changes in consumers' willingness to adopt GM foods. The effects of net benefit and perceived compatibility on the willingness were also significant. In addition, the mediating effect of compatibility on the relationship between net benefit/self-efficacy and willingness to adopt GM foods was also significant.

Originality/value

This study contributes to the literature by developing the HBM into the IDT to assess consumers' willingness to adopt GM foods.

中文翻译：

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消费者愿意采用转基因食品

目的

这项研究调查了消费者采用转基因食品（GM）的意愿以及创新和行为决定因素的作用。

设计/方法/方法

开发并研究了将健康信念模型（HBM）扩展为创新扩散理论（IDT）的新集成模型。通过多阶段随机抽样，从伊朗首都德黑兰选出了241位消费者。使用SEM-PLS模型分析数据。

发现

扩展的HBM模型能够预测消费者采用转基因食品的意愿中约84％的方差变化。净收益和感知的兼容性对意愿的影响也很显着。此外，相容性对净收益/自我效能与采用转基因食品的意愿之间关系的中介作用也很显着。

创意/价值

这项研究通过将HBM纳入IDT来评估消费者采用转基因食品的意愿，为文献做出了贡献。