A Study On Consumers’ Perceived Value Of GMF

As a kind of new high-tech product, the research and development of Genetically Modified Food(GMF) has become one of the most important achievements in modern research and application of transgenic technology, which have brought human beings huge economic, ecological and social benefits. At the same time, GMF also has attracted much attention and controversy because of its security problems. Perceived value is one of the important factors affecting consumers’ purchasing behavior, and to a certain extent,consumers’ perceived value of GMF affects the government’s related policy decisions,and then guides the process of industrialization and commercialization of GMF.Based on literature study, this paper constructs the theoretical model of the influencing factors of consumers’ perceived value of GMF. First of all, this paper obtains a preliminary understanding on consumers’ perceived value of GMF by using the survey data of 432 GMF consumers in Wuhan city; Secondly, this paper explores the dimensions of consumers’ perceived value of GMF; Finally, this paper uses correlation analysis and regression analysis to explore the impact of consumers’ product knowledge,security risk perception degree and involvement degree on consumers’ perceived value of GMF. The results are as follows:1. Consumers’ perceived value of GMF is not high. The average value is 2.8912,which is between “don’t agree” and “agree”. Although consumers’ perceived value of GMF is not high, it is not as low as we imagine. With proper guidance, consumers’ perceived value of GMF will have great improvement capacity.2. Consumers’ perceived value of GMF can be divided into four dimensions,namely social value, safe value, cost advantage and functional value. Social value includes insect resistance, tress tolerance, virus resistance, pesticide reducing and yield improvement; Safe value includes good nutrition, good taste and good for health; Cost advantage includes low price and convenient to buy; Two aspects of function value are aesthetic and resistant storage.3. Different groups have different perceived value of GMF. The gender, occupation,age and education level of consumers influence their perceived value of GMF in each dimension.4. Consumers’ product knowledge, security risk perception degree and the involvement degree positively influence their perceived value of GMF. The effects of product knowledge and involvement degree are positive, while the effect of security risk perception is negative.Based on the above research conclusions, this paper puts forward the corresponding policies and suggestions from the aspects of increasing consumers’ product knowledge,reducing their safety risk awareness and improving their involvement degree, which provides theory support for enterprise and the government to improve consumers’ perceived value of GMF pertinently, and then promote the healthy and sustainable development of GMF industry.