The prediction of intention to consume genetically modified food: Test of an integrated psychosocial model

The development of a model of intention to consume genetically modified food is currently an important field of endeavor in consumer research. The starting point was the Theory of Planned Behavior. We hypothesized the role of trust and perceived benefits and risks as additional explanatory factors. A sample of 1009 Italians of at least 18 years of age took part in a telephone survey. Causal processes represented by a series of structural equations relations were assessed by means of structural equation modeling using maximum likelihood estimation. Results demonstrated that, among the components of the Theory of Planned Behavior, attitude was the most important predictor of intention. Attitude, in turn, was predicted by perceived risks and benefits. Perceived benefits independently and strongly predicted intention. Perceived risks was not related to intention after controlling for the other predictors but did predict strongly perceived benefits. Perceived risks and benefits were significantly influenced by government institutions trust. Finally, two different aspects of social norms predicted intention.