Chinese consumers' choice for genetically modified (GM) food: Implications for food risk policy in China

Abstract

GM food products are being marketed in China extensively; however, Chinese consumers are not still well informed on the basics of GM and the availability of GM food products. Understanding Chinese consumers' behavior towards GM products is an important step in developing effective public policy measures on food risk management and marketing strategies of GM foods. This paper compares relative importance of 3 major antecedents - product related cues, consumers' awareness cues and policy related cues. By comparing these antecedents, the paper provides guidelines on successful marketing and risk management of GM food products. Knowledge & awareness construct was found to have the largest effect on consumers' not willing to buy (NWTB) construct, and perceived risk construct had substantial secondary effect on NWTB.