Research On Consumers' Willingness To Buy Genetically Modified Papaya Based On Media Risk Information

As the population continues to grow,food shortages will then become one of the world's most worrying issues.The emergence of genetically modified technology has played a key role in solving the global food and clothing problem.However,with the occurrence of genetically modified agricultural product safety events such as the Pusztai incident,the genetically modified Bt-176 corn incident,and the Chinese Bt insect-resistant cotton incident,the safety of genetically modified agricultural products has caused strong controversy,and is subject to the risk of genetically modified organisms from online media The influence of wantonly dissemination of information has magnified the risks of genetically modified agricultural products,which has aggravated the public's crisis of trust in GM agricultural products and consumer anxietySince genetically modified papaya is the only fruit and vegetable approved for commercial cultivation in China,the market demand is increasing year by year,but will its sales volume be affected by vector risk information?Will consumers change their willingness to buy genetically modified papaya because of vector risk information?At present,there are few studies on the impact of mediating risk amplification on consumers' purchase of genetically modified papaya,so this study is of practical significanceBased on the theories of risk and consumer behavior,this paper studies the willingness of consumers to purchase genetically modified papayas under the amplification of mediation risk Different dimensions of media risk information,cognitive degree,risk perception and purchase intention and other variables are added to explore the impact of positive and negative media risk information on consumers' risk perception and purchase intention..The required data was collected by issuing questionnaires,and field interview questionnaires were used to collect and issue questionnaires in three areas,namely Hangzhou Lin'an District,Xiaoshan District,and Jianggan District.A total of 181 valid questionnaires were collected.Based on the research hypotheses proposed in the article and the characteristics of the research object,this paper takes media risk information of different dimensions as independent variables,where media risk information includes two dimensions of positive and negative,risk perception as an intermediate variable,and purchase intention as a result variable Add variables such as individual characteristics and cognition to explore the relationship between factors.Stata 13.1 software was used to analyze and verify the collected data through an ordered multi-class regression model,and finally came to a conclusion.The conclusions are as follows:(1)There is a positive correlation between positive media risk information and purchase willingness;(2)There is a negative correlation between negative media risk information and purchase willingness;(3)There is a negative correlation between positive media risk information and risk perception;(4)There is a positive correlation between negative media risk information and risk perception;(5)The higher the risk perception,the weaker the willingness to purchase;(6)The lower the risk perception,the stronger the willingness to purchase;(7)Risk perception plays a partial intermediary role in media risk information and purchase willingness;(8)the cognitive degree of transgene plays an important role in the regulation of media risk information and purchase willingness.Finally,according to the empirical analysis,the corresponding policies and suggestions are put forward.