Research on World Agricultural Economy

Understanding Thai Consumers' Intentions to Purchase Genetically Modified Foods

Bing Zhu

Department of Marketing, Assumption University, Bangkok 10240, Thailand

Ananya Phunthasaen

Department of Marketing, Assumption University, Bangkok 10240, Thailand

Chainarong Rungruengarporn

Department of Marketing, Assumption University, Bangkok 10240, Thailand

Salila Pinpak

Department of Marketing, Assumption University, Bangkok 10240, Thailand

DOI: https://doi.org/10.36956/rwae.v5i4.1298

Received: 3 September 2024 | Revised: 13 September 2024 | Accepted: 20 September 2024 | Published Online: 18 October 2024

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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

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