Acceptance of Genetically Modified Organism: A Study based on Consumption Values, Food Attitude, and Food Technology Neophobia

Abstract

The study introduces the study model enacted from the consumption values to estimate the influential factors of consumer consumption willingness. It investigates the differences between consumption willingness based on the values and development of food attitudes in a comparative study. SmartPLS-based SEM technique was used to do the estimation based on the data collected through a questionnaire-based survey. The results indicate that Chinese consumers are more concerned about ecological values and perceived knowledge, which are premier aspects that can improve the situation. Moreover, food technology neophobia inversely moderates consumer willingness to consume. Further, the American data set reveals that the