Akbari, M., Maleksaeidi, H., Fozouni, Z., Pino, Giovanni, Padash, H., Hosseini Mofrad, S. (2022). Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model. , 24(2), 291-304.
M. Akbari; H. Maleksaeidi; Z. Fozouni; Giovanni Pino; H. Padash; S. Hosseini Mofrad. "Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model". , 24, 2, 2022, 291-304.
Akbari, M., Maleksaeidi, H., Fozouni, Z., Pino, Giovanni, Padash, H., Hosseini Mofrad, S. (2022). 'Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model', , 24(2), pp. 291-304.
Akbari, M., Maleksaeidi, H., Fozouni, Z., Pino, Giovanni, Padash, H., Hosseini Mofrad, S. Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model. , 2022; 24(2): 291-304.

Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model

Journal of Agricultural Science and Technology
Article 4, Volume 24, Issue 2, 2022, Pages 291-304    PDF (616.13 K)
Document Type: Original Research
Authors
M. Akbari* 1; H. Maleksaeidi2; Z. Fozouni3; Giovanni Pino4; H. Padash1; S. Hosseini Mofrad3
1Faculty of Entrepreneurship, University of Tehran, Tehran, Islamic Republic of Iran.
2Faculty of Agriculture, University of Kurdistan, Sanandaj, Islamic Republic of Iran.
3Department of Agricultural Extension and Education, Faculty of Agriculture, Tarbiat Modares University, Tehran, Islamic Republic of Iran.
4Research Fellow in Marketing, University of Salento, Lecce, Italy.
Abstract
Debate about Genetically Modified Food (GMF) has received much attention in concurrence with the development of biotechnology. This paper examines consumers’ intentions towards GM food in Iran. Given the potential of Corporate Social Responsibility (CSR) in shaping consumers’ behavior, relationships between CSR, trust, and health concerns with consumer intentions towards GM foods have been investigated rarely. This study used a moderated mediation analysis to understand how health concerns, trust in GM foods, and CSR perceptions affect consumer intentions towards GM foods. A survey study with 389 consumers indicates that health concerns reduce trust in GM foods, but trust exerts a positive influence on consumers’ intentions toward these products, thus playing a mediating role between health concerns and consumers’ intentions. More importantly, CSR perceptions magnify the positive effect of trust in GM foods on consumers’ intentions, thus offering evidence for a moderating role of CSR perceptions.
Keywords
Consumer concerns; Corporate Social Responsibility; Health concern
References
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