GM trust shaped by trust determinants with the impact of risk/benefit framework: the contingent role of food technology neophobia

Abstract

The present study is comparative in natures that focus on understanding the factors that influence the GM food trust level in the BRA framework and food technology neophobia in China and the USA. For this purpose, we collected 300 and 350 valid responses, respectively, through a structured questionnaire. By carefully evaluating the above relationships, we found that trust determinants such as institutional trust, technology trust, information revealed with GM food vary across both datasets. However, GM knowledge has a better association with GM food trust in both cases. Apart from this, the food technology neophobia slightly moderates the benefits-risk perception of consumers and GM trust. This study guides the policymakers to enhance GM knowledge, as GM food is scientifically proven safe for health and environment and can be a financial incentive for the farmers. Further, the study also provides direction for corporate managers to design effective marketing and communication strategies in two different countries by investigating GM food trust's primary motivators in both nations.

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

“…Similarly, CMT theory also provides a reasonable understanding of how people depend on cognitive shortcuts [ 45 ]. Consequently, messaging containing an expert opinion can influence behavioral patterns as people perceive that experts are a reliable source of information in their relevant domain [ 78 ]. Therefore, it ought to follow that people’s acceptance of GMF usage will depend on advertisements comprising expert opinions compared to others; hence, we hypothesized that:…”

Chinese Consumers’ Trust in Food Safety Surveillance Sampling of Commonly Consumed Foods

“…Institutional trust theory suggests that people's trust in an institution affects their perceptions of that institution. Research on consumers has extended institutional trust theory to exploring the effects of institutional trust on perceived expertise [22], perceived risk [23], product trust [22], and interpersonal trust [24]. Both interpersonal and institutional trust are important for understanding where and how trust can be (re)developed and maintained in the context of food safety regulation and compliance.…”

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

“…More specifically, the literature on functional values exhibits two sets of thought in the food sector: First, consumers are willing to pay premium rates for high-quality and nutritious food options [ 37 ], in fact, consumers are willing to spend 37% more for hygiene and nutritious food [ 38 ]. Secondly, consumers are unwilling to pay premium prices for scientifically proven nutritious GM food [ 39 ] because they have a trust deficit [ 40 ] and due to controversies on social media about GM food [ 41 ]. Therefore, it is a challenge for manufacturers and producers to maintain reasonable prices and quality of GM foods that are similar to conventional and organic foods.…”

“…However, globally, consumers have seen genetically modified organisms (GMOs) and GM food as controversial technological products, possibly due to social and digital media rumors, contentious debates on GM food [ 40 ], and the earlier scientific community’s division over the technology [ 46 ]. In short, society opposes technological developments that erode its fundamental values [ 47 ].…”