Genetically Modified Food - Curse or Blessing? : Decisive factors influencing consumers behavior

Abstract: Genetically modified (GM) food could be a solution to secure the world’s food supply, whichis in jeopardy due to the ongoing climate crisis. Thus, it is of great importance that consumerswould be willing to consume this type of food. To examine which factors influence consumerbehavior toward GM food, an extension of the theory of planned behavior was applied anddecisive factors were evaluated. The derived hypotheses and the respective influencing factorsare based on the research of Prati et al. (2012) as well as the questions that were used in theonline questionnaire. Through this online questionnaire with 117 participants, the hypotheseswere tested and factors that influence the intention of consumers to consume geneticallymodified food were identified. It was found that the following factors are relevant: Perceivedbenefits, Subjective norm, and Attitude. Of these, the factor Perceived benefits has the greatestinfluence on intention. Factors that do not play a role are Perceived control and, contrary toexpectations, Perceived risks.Another factor that was tested beyond the scope of the theory was the relevance of thenationality of participants on their intention to consume genetically modified food. However,it was found that nationality does not influence the intention. Concluding, the findings revealthat consumers can be especially influenced by their perception of benefits.