The Effect of Certification Label on Consumer Attitude、Benefit Perception、Risk Perception、Product Trust and Purchase Intention-In the Case of Genetically Modified Rice
Date Issued
2010
Date
2010
Author(s)
Chang, Yu-Syuan
Abstract
Genetically modified (GM) technology in food production continued to generate controversies. Consumers were concerned with the GM foods about the healthy and environmental risks. While consumers’ acceptance was a critical factor affecting how widely this technology be used. According to the research review, consumers feel lack of trust and risk control toward GM foods was the reasons to explain consumers’ low acceptance toward GM foods.
The objective for this study wanted to find out if certification label ( from the Department of Health、food traceability、product liability insurance) on product package effect consumer cognition and behavior toward GM foods. An experiment was designed to investigate the effect of product certification label on consumer attitude、benefit perception、risk perception、trust and purchase intention. In this study, a between-subjects design was employed and GM rice was chosen to test the effect of certification label on consumer behavior. The reason why we choose GM rice was that the rice was the staple food for over 1/2 people in the world.
The results indicated that the certification label influenced consumer attitude and purchase intention toward GM foods. The certification label from the Department of Health could increase consumer attitude and purchase toward GM foods. However, the results also indicated that no positive effect of the certification labels on consumer benefit perception、risk perception and product trust toward GM foods. This result meant certification labels could not change consumer cognition toward GM foods. Therefore, our government and GM product manufacturers should do more risk communication of two-way social learning.
Subjects
genetically modified food
risk perception
benefit perception
product trust
attitude
purchase intention
Type
thesis
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ntu-99-R97630008-1.pdf
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