Are consumers loyal to genetically modified food? Evidence from Australia
ISSN: 0007-070X
Article publication date: 3 November 2020
Issue publication date: 20 January 2021
Abstract
Purpose
Genetically modified (GM) food has received considerable interest from academics and practitioners. However, research on consumer loyalty towards GM food is relatively sparse. Guided by the theory of planned behaviour, this study aims to explore the factors that influence consumer repurchase intention and behavioural loyalty towards GM food.
Design/methodology/approach
Data were collected from 464 Australian consumer panel members surveyed through a nationwide online survey, with data analysed by structural equation modelling using AMOS (v. 22.0).
Findings
The findings reveal that consumer loyalty towards GM food is influenced by the interplay between awareness of benefits and risks, situational and social influences and attitude and repurchase intention. Female consumers are found to not only possess a relatively more favourable attitude and repurchase intention, but also are more loyal towards GM food compared to male consumers. Unlike older consumers, younger consumers' loyalty towards GM food is influenced by their attitude and repurchase intention. The relevant policy implications of the findings are discussed.
Practical implications
As consumers have contrasting views about GM food, to influence their loyalty, it is important for GM food industries as well as policy makers to better understand how to address consumers' varying concerns about GM food.
Originality/value
This study offers a parsimonious model for explaining the factors that influence consumer loyalty towards GM food.
Keywords
Citation
Rabbanee, F.K., Afroz, T. and Naser, M.M. (2021), "Are consumers loyal to genetically modified food? Evidence from Australia", British Food Journal, Vol. 123 No. 2, pp. 803-819. https://doi.org/10.1108/BFJ-11-2019-0832
Publisher
:Emerald Publishing Limited
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