🧬 Why do consumers accept or reject genetically modified (GM) foods?

Despite the potential of GM technology to contribute to food security, resource efficiency, and sustainable agriculture, consumer acceptance remains highly uncertain. In this study, we investigated 377 consumers in Tehran using a unified Theory of Planned Behavior (TPB) + Diffusion of Innovation (DOI) framework, extended with health concerns, environmental concerns, perceived price value, and awareness, to identify the psychological and economic mechanisms behind consumers’ purchase intentions toward GM foods. Using PLS-SEM, the model explained approximately 61% of the variance in purchase intention.

🔍 The most important finding was clear: health concerns were by far the strongest barrier to purchase intention (β = −0.580). In contrast, consumers were substantially more willing to purchase GM foods when they perceived them as compatible with their everyday consumption patterns (β = 0.495) and offering a relative advantage over conventional alternatives (β = 0.377). Attitude also increased purchase intention, while perceived price value contributed positively, including indirectly through compatibility. Interestingly, awareness did not directly increase purchase intention; instead, it worked indirectly by strengthening perceptions of relative advantage and price value. Meanwhile, subjective norms, environmental concerns, and observability showed no significant direct effect.

💡 The central message is therefore not simply “inform consumers more.” It is “build informed trust.” For GM foods, acceptance depends less on social pressure or information exposure alone and more on whether consumers believe these products are safe, beneficial, affordable, and compatible with their lives. The findings point toward three policy priorities: transparent labeling and trust-building, evidence-based communication of tangible benefits, and credible public education and digital outreach. In other words, successful integration of food biotechnology requires not only technological innovation, but also consumer trust and informed choice.

Reference:
Majidian, M., Dourandish, A., Chizari, A., & Noroozi, H. (2026). Psychological and economic drivers of consumer purchase intentions for genetically modified foods. Food Quality and Preference, 138, 105839.
DOI: 10.1016/j.foodqual.2025.105839

#GMFoods #ConsumerBehavior #FoodTechnology #FoodPolicy #Biotechnology #FoodSecurity #SustainableFoodSystems #AgriculturalEconomics #ConsumerAcceptance #PLSSEM