An integrated research framework to understand consumer attitudes and purchase intentions toward genetically modified foods

Purpose - Given that the increased marketing of genetically modified (GM) food products and the attitudes of the public have a strong impact on the progress of this emerging gene technology, this study aims to shed light on the antecedents relating to the extent of both the adoption and the purchase intention of GM foods. Design/methodology/approach - This work is done from an integrated research framework based on the Attitude Model and the Theory of Planned Behavior (TPB) by using structural equation modeling (SEM) analysis. Findings - The results support the use of the construct "attitude toward GM foods" as a bridge to connect the Attitude Model and the Behavioral Intention Model so as to establish an integrated research framework and to shed light on how consumers form their attitudes and make purchase intentions toward GM foods. Practical implications - GM food marketers should make special efforts to convince the public that this new emerging technology as applied to food production will provide more benefits than ever before, with the consequence that consumers will hold a more positive attitude toward GM foods that leads to their purchase intentions. Originality/value - This study pioneers in building an integrated research framework to understand how consumers form their attitudes and make purchase intentions toward GM foods.