Influening Factors About Consumer Perceived Risk For The GMF

With the rapid development of transgenic technology and transgenic organisms, the argument for it is becoming more and more big. Supporters argue that genetically modified crops have a high yield, pest resistance, resistance to adverse weather, nutrient-rich, etc., it’s important to alleviate food shortages, environmental pollution and address climate change, tackle poverty; but also can improve labor productivity, lower production costs and promote sustainable development of agriculture in the world. Opponents worry that the potential risk of genetically modified food, such as food safety, environmental damage, impact on human health and ecological environment, it not only affect the consumer behavior of genetically modified food, also affect the development prospect of genetically modified food. In this debate, consumers play a decisive role, along with food safety incidents and consumer events frequently, these risks will lead to reactions on consumer behavior, which affect consumer behavior for the safety of genetically modified foods. Therefore, evolving GM foods consumers perceived risk situation, exploring factors that influence consumer perception of risk,understanding the cause of the risk of controversy, building risk communication mechanism has important theoretical and practical significance.This study based on consumer behavior understand the basic situation of Xi’an, and genetically modified foods attitudes and risk perception, etc., the system described in the consumer’s perception of the risk of genetically modified food situation. It used variance analysis and structural equation model to explore the consumer GM foods perceived risk of the formation mechanism, put forward policy suggestions on the development of genetically modified food in our country, for government agencies and the manufacturer provides a decision-making reference.The result shows that there are significant differences about consumer perceived risk in different population characteristics, Attitude to GM technology and Knowledge about GMF and Socail Trus have a negative impact on the Rerceived Risk, Concern for Health can positively influence Rerceived Risk. Finally, we have put forward the managerial implications based on empirical analysis.