On The Factors Influencing Consumers' Intentions Of Purchasing GM Rice By Using The Survey Data From Fuzhou

Based on the attitude formation theory in consumers' behaviour,this paper analyses the three components of attitude being the cognitive,emotional and behavioral tendencies,designs a questionnaire on consumers' intentions of purchasing genetically modified(hereinafter called GM)rice,uses a binary Logit Model to find the factors influencing their intentions,and proposes,according to the empirical analysis results,the countermeasures and suggestions to push the commercialization of GM rice smoothly.Firstly,with the introduction of the research background,the paper proposes the research methods and the main research contents.Both domestic and foreign literatures are summarized on the aspects of the GM rice research status,the theoretical basis of consumers' purchasing intentions,the influencing factors of consumers' awareness and purchase intentions of GM food,and the research methods.Secondly,the paper describes the methods designed for research which include the theoretical basis,theoretical analysis on influencing factors,questionnaire design and data collection,and the empirical analysis methods.The data collected is analyzed from the consumers' intentions of purchasing GM rice,consumers' personal characteristics,consumers' awareness of GM technology,consumers' attitude towards the commercialization of GM rice and other psychological characteristics by using Descriptive Statistics Analysis.Thirdly,the paper uses the empirical analysis of the Logit Model to identify the factors influencing consumers' attitudes and intentions of purchasing GM rice.The empirical results show the influencing factors on consumers' attitude are whether or not heard about "GM",the perception and cognition on GM technology,awareness of food safety,awareness of environmental protection,and the age group,among which the perception and cognition on GM technology plays a key role.On condition the price of GM rice is the same as the conventional rice,the influencing factors of consumers' intentions of purchasing GM rice are the attitudes towards GM rice commercialization,the credibility of the safety certificates issued by the state authorities,health status,health awareness,food safety awareness,educational levels,shops people buy rice,among which the attitude towards the promotion of GM rice is the most important factor.Finally,according to the results of empirical analysis,the paper proposes countermeasures and suggestions for pushing the commercialization of GM rice smoothly.These mainly include that the government give publicity to the GM rice and increase the consumers' cognition and further change their negative attitude,media spread the information on both sides of the GM rice to remove their doubts,government should strengthen the safety management of GM food to gain the public's trustworthiness,and businesses adjust research direction on GM rice and favour more on consumers' demand and adopt a differentiated pricing strategy for different types of the GM products.