Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.

中文翻译：

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通过广告框架对健康和环境效益，客观知识和降低风险的广告宣传，公众对转基因食品的接受的实验证据

由于全球粮食安全方面的新挑战以及转基因食品的争议十年（以下简称“基因改造食品”），本研究旨在探讨广告框架对健康和环境效益，降低风险的意识以及针对特定领域的影响有关接受GMF的知识。该研究进行了准实验因子2（广告信息框架：健康与环境效益）×2（专家认可：现在与不存在）的受试者间设计，涉及300名来自巴基斯坦的成年参与者。使用多组结构方程模型，将四个条件分配给每个参与者组（n= 75）以检验假设的关系。准实验结果表明，结合专家的描述，结合健康和环境益处的广告消息（带有广告的框架）可以成为一种可行的交流策略，从而为毫不费力地建立接受GMF的认知线索。先驱者的发现证实了广告信息（带有专家意见的框架）通过增强客观知识，从而激活了态度和接受GMF的良好机制所带来的降低感知风险的显着功效。该研究结果为决策者，营销人员和食品技术人员提供了战略指导，以提高他们对GMF产品的认识和接受度。