Factors influencing willingness to consume GMF in Chinese population: The moderating role of ‘information literacy’

M. A. Nawaz, M. A. Anwar, R. Zhou, A. Nawaz, W. Dong, F. Asmi

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
7 Downloads (Pure)

Abstract

The study emphasized the factors affecting consumer perception regarding social valence view and consumer willingness to consume ‘Genetically Modified Food’ (GMF) in a Chinese population. The research highlighted the critical dominating role of ‘Health Concerns’ (toxins and genetic hazards) in consumer willingness of GMF consumption. Moreover, the GMF Labeling strongly influenced ‘Benefits Perceived’ (trust) in society towards GMF. The current study concludes the exciting moderating role of ‘Information Literacy’ as it can potentially enhance the consumers’ Willingness to Consume by decreasing their ‘Health Concerns’ and by increasing the ‘Benefits Perceived’. Further, it highlights the importance of effective communication strategy to convey the actual value of GMF to the society and stakeholders in the shortest possible time.
Original languageEnglish
Pages (from-to)1088-1099
Number of pages12
JournalJournal of Animal and Plant Sciences
Volume29
Issue number4
Publication statusPublished - Aug 2019

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