Study On Risk Perception Of GMF And Its Influnce On Purchase Intention

Genetically Modified Food have been controversial since they had been emerged.Supporters believe that Genetically Modified Food are rich in nutrients,have high crop yields,and have a longer shelf life.However,opponents believe that there are many hidden dangers.This in turn affects actual consumer behavior.Therefore,this article starts from the perspective of consumers' perception of Genetically Modified Food risk,explores influencing factors.We take GM edible oil as an example,and analyze the impact of risk perception of genetically modified foods on consumer willingness.This article will help government agencies and related companies to have more reasonable and effective decision-making process.Based on risk perception theory,the study surveys consumers in Beijing through questionnaires form,with contents including cognition,attitude,risk perception and purchase intention of genetically modified foods.The system describes current status of the survey and uses variance analysis,correlation analysis and other methods to explore influencing factors of risk perception.A binary logistic regression model was used to analyze the effect of risk perception on purchase intention.Finally the study draws following conclusion:(1)consumers' perceptions of genetically modified foods are incomplete and their purchase intention is low.(2)Individual characteristics affect consumer awareness of genetically modified foods.(3)Consumers access genetically modified food information mainly through online media.(4)Differences in individual characteristics of consumers significantly affect the perceived risk of genetically modified foods.(5)Product knowledge,participation and GM food risk perception are significantly related.(6)Risk perception of genetically modified foods has a certain degree of influence on purchase intention.