The Investigation of Factors Influencing Consumers' Perceived Risk, and Decision-making to Purchase GMO Food

The goal of this study was to examine which factors influence consumers' demands to reveal the identity of GMO(Genetically Modified Organism) food, risk perception, and decision-making to purchase it. Consumers perceived its risk, and demanded labeling to identify it. Not many consumers wanted to buy GMO food. The results also revealed as follows. First, the level of demand to label for identifying GMO food were high among female consumers, consumers with negative attitude, and consumers severly perceived its risk. The level of perceived risk was high among consumers who were old and had high income, exercised their own healthy programs, showed negative attitude toward GMO food, and demanded strongly for labelling. Second, old consumers, consumers with high income, consumers concerning more about health, consumers with negative attitude and strong demand to label for identifying GMO food were more likely to perceive risk highly for GMO food. Third, consumers' attitudes and the level of perceived risks for GMO food significantly influenced the decision-making to purchase GMO food. However, other variables turned out not to affect consumers' decision-making to purchase it.

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