Attitudes and Intentions Towards Purchasing GM Food

This study identifies the nature, strength and relative importance of influences on intentions to purchase genetically modified (GM) food. Drawing upon contemporary attitude-behavior research, a model is developed of intention to purchase GM food. The model is a modification of the Theory of Planned Behavior 1991) with self-identity as an additional determinant of intention. Also included in the model are a number of factors hypothesized as having relationships with the determinant components of the model, including prior purchasing based on concern for the environment and concern for personal health. Survey questions were developed using focus groups. 266 participants completed the survey. Key findings were that self-identity, attitude, subjective norm and perceived behavioral control were all significant in determining intention. In addition, these determinants were distinguished in terms of their relationships with age, gender, prior behavior, and the believability of statements by companies engaged in GM food production. Changes in intention given the nature of its determinants are discussed.