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-behaviour research, a model is developed of intention to purchase GM food. The model is a modification of the Theory of Planned Behaviour [I. Ajzen, The theory of planned behaviour, Organ. Behav. Hum. Dec. Processes 50 (1991) 179] with self-identity as an additional determinant of intention. Also included in the model are a number of factors hypothesised 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. The postal survey (N = 266) was undertaken in Canterbury, New Zealand. Key findings were that self-identity, attitude, subjective norm and perceived behavioural control were all significant in determining intention. In addition, these determinants were distinguished in terms of their relationships with age, gender, prior behaviour, and the believability of statements by companies engaged in GM food production. Changes in intention given the nature of its determinants are discussed. These hinge upon changes in altruistic concerns related to GM food production and consideration is given to tactics of proponents and opponents of the technology and implications for government policy. (C) 2002 Elsevier Science B.V. All rights reserved.