Consumers' willingness to adopt genetically modified foods
ISSN: 0007-070X
Article publication date: 13 November 2020
Issue publication date: 5 February 2021
Abstract
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.
Keywords
Acknowledgements
Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.Declarations of interest: none
Citation
Fozouni Ardekani, Z., Akbari, M., Pino, G., Zúñiga, M.Á. and Azadi, H. (2021), "Consumers' willingness to adopt genetically modified foods", British Food Journal, Vol. 123 No. 3, pp. 1042-1059. https://doi.org/10.1108/BFJ-04-2019-0260
Publisher
:Emerald Publishing Limited
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