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…(Scopus)Understanding Thai Consumers' Intentions to Purchase Genetically Modified Foods
Bing Zhu
Assumption University
Ananya Phunthasaen
Assumption Unviersity
Chainarong Rungruengarporn
Department of Marketing, Assumption University, Bangkok 10240, Thailand
Salila Pinpak
Assumption University
DOI: https://doi.org/10.36956/rwae.v5i4.1298
Received: 3 September 2024; Published: 18 October 2024
Copyright © 2024 Bing Zhu, Ananya Phunthasaen, Chainarong Rungruengarporn, Salila Pinpak. Published by Nan Yang Academy of Sciences Pte. Ltd..
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
This research explored the various factors affecting the purchase intention of Thai consumers towards genetically modified foods. To ensure the reliability of our findings, we conducted an extensive online survey in Bangkok over the course of three months, from June to August. The data analysis was mainly based on partial least squares structural equation modelling (PLS-SEM), a robust method for analyzing complex relationships. The results of the analysis confirmed the validity of all the hypotheses, with the exception of the direct relationship between food labels and purchase intention. Additionally, we found that all the mediation effects were statistically significant. In the study, we delve into a comprehensive discussion of the results and their corresponding implications, providing a thorough understanding of the factors influencing consumer behavior in the context of biotechnology and food choices.
Keywords: Genetically modified foods; Consumer knowledge; Food labels; PLS-SEM; Risk; Benefits