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URN etd-0721105-161832 Statistics This thesis had been viewed 3149 times. Download 1811 times. Author Hsiao-Lan Li Author's Email Address firstname.lastname@example.org Department Management Business Administration Year 2004 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 109 Title The Antecedents of Consumer’s Attitude toward Genetic Modification Food Keyword Genetic Modification Food(GMF) Genetic Modification Food(GMF) Abstract Genetically modified food (GMF), applying genetic modified engineer in the food production, has a huge of economic benefits. However, some different viewpoints in nature, environmental, ethical, and health, argue that will be potential risks in the future. GMF has become a public highlight in the worldwide. Although Taiwan imported a large amount of food crops annually and some of them are GMF; however, few studies related to the antecedents and formation of consumer’s attitude toward GMF in Taiwan.
Verdurme and Viaene (2003) proposed that consumer’s attitude toward GMF are determined by perceived benefits and perceived risks, which in turn, influenced by general attitude and knowledge. In addition, many studies revealed that trust is also a very important antecedent of the acceptance of GMF (Siegrist, 2002). Thus, this study included trust into Verdurme and Viaene’s model to examine the relationships of the antecedents of consumers’ attitude toward GMF in Taiwan.
Research population of this study was the consumers above 20 years old in Taiwan. Sampling design was conducted by stratified-convenience processing. Sampling unit divided into 22 counties and municipalities by Standard Areas Ministry of Interior 2003. 67 villages were selected to conduct in the secondary sampling units based on the demographic variables ratios. The 2,000 respondents produced a total of 564 usable questionnaires resulting in a response rate of 28%.
This study uses structural equation modeling (SEM) to evaluate the relationships among the factors. The results revealed that there is a positive relationship between perceived benefits and consumers’ attitude toward GMF. General attitude and trust are antecedents of perceived benefits. Knowledge can reduce perceived risks. Moreover, perceived risks have no significant impacts on the attitude toward GMF. One of the reasonable explanations is that consumers may have no ideas about this new GMF to perceive risks in Taiwan’s market.
Education is not only a good way to provide knowledge but also change formulation of attitude. For firms, a clear benefit will make consumer access new technology. The government should take the responsibility to monitor the safe mechanism of GMF. Mass communication should provide correct and educative information to make a balanced report. By doing so, consumers will perceive more trust in the related institutes and people to perceive more benefits from GMF and form more positive attitude toward GMF. Appling technology in products will be successful in the market.
Advisor Committee Mei-Fang Chen - advisor
Hao-Erl Yang - co-chair
Jing-Li Hu - co-chair
Files Date of Defense 2005-06-15 Date of Submission 2005-07-21