Effect of Consumption Value on Consumer Willingness to Consume GM Food: A Post-COVID-19 Analysis

Abstract

In this research, we debate the critical challenges posed by the COVID-19 pandemic such as food scarcity, by examining the influence of consumption values on consumers’ willingness to consume genetically modified (GM) food in the presence of consumer food attitudes, animosity, and ethnocentrism, which could be the one possible option to deal with the food scarcity problem. The proposed relationship could help to understand the complex societal problem of food scarcity and import dependency in the food sector before and after the crisis. Therefore, based on the theory of consumption values, we investigated government actions, consumer attitudes, and their willingness to consume GM food through 1340 valid USA responses and 1065 Chinese responses. We observed that COVID-19 doubled the number of malnourished people in 2020 relative to 2019, while consumption values, to some extent, changed consumer food attitudes and were inclined toward other food alternatives such as GM food regardless of governmental support for GM food in both USA and China. Moreover, this research enables governments, policymakers, market practitioners, and other stakeholders to use the COVID-19 crisis as an opportunity to negotiate with other countries to share their food technology along with imports.

Can an apple a day keep COVID-19 away? A cluster analysis of the long-term COVID-19 pandemic’s impact on the consumption of apples in Italy

“…For these reasons, many studies have focused on changes in consumption styles during and after the first Covid-19 global lockdown (e.g. Filimonau et al, 2022;Ghufran et al, 2022b;Bas ¸aran and Purut, 2021;Lamy et al, 2022;Chenarides et al, 2021). However, existing knowledge about the changes in food consumption over a long period of time after the pandemic event is scarce.…”

“…For these reasons, many studies have focused on changes in consumption styles during and after the first Covid-19 global lockdown (e.g. Filimonau et al ., 2022; Ghufran et al ., 2022b; Başaran and Purut, 2021; Lamy et al ., 2022; Chenarides et al. , 2021).…”

Consumer Social and Psychological Factors Influencing the Use of Genetically Modified Foods—A Review

“…In addition, given the current circumstances, particularly after the COVID-19 pandemic and the political issues that have caused the economy in a country to weaken, resulting in a decrease in consumer purchasing power and inflation that has led to rising food prices, many consumers around the world suffer and find it challenging to purchase food [67]. Accordingly, GMO food is an option for consumers since it may be purchased at a lower cost [54]. As affordability is one of the most significant aspects for consumers when purchasing food products, this also makes the prospect of GMO products more appealing in the future.…”

“…Moreover, after the COVID-19 pandemic, there has been an upsurge in the number of persons who are malnourished [54]. In addition, the economic situation has not yet completely recovered, which, along with the negative political situation between nations, has led to inflation in many nations and an increase in the price of basic foodstuffs [54]. Moreover, since the economic situation has not changed, it has become difficult for consumers to buy essential food products.…”

Effect of consumption values on consumer behavior: a Meta-analysis

“…Nevertheless, some researchers reported a non-significant relationship (Awuni and Du, 2016;Joibi and Annuar, 2021). Moreover, Ghufran et al (2022) found that epistemic value leads to a positive consumer attitude. Karjaluoto et al (2019) observed that product novelty positively correlates with overall perceived value.…”