Volume 24, Issue 2 (2022)                   JAST 2022, 24(2): 291-304 | Back to browse issues page

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Akbari M, Maleksaeidi H, Fozouni Z, Pino G, Padash H, Hosseini Mofrad S. Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model. JAST 2022; 24 (2) :291-304
URL: http://jast.modares.ac.ir/article-23-49636-en.html
Consumer Intention toward Genetically Modified Food: A Moderated Mediation Model
M. Akbari * 1, H. Maleksaeidi2 , Z. Fozouni3 , Giovanni Pino4 , H. Padash1 , S. Hosseini Mofrad3
1- Faculty of Entrepreneurship, University of Tehran, Tehran, Islamic Republic of Iran.
2- Faculty of Agriculture, University of Kurdistan, Sanandaj, Islamic Republic of Iran.
3- Department of Agricultural Extension and Education, Faculty of Agriculture, Tarbiat Modares University, Tehran, Islamic Republic of Iran.
4- Research Fellow in Marketing, University of Salento, Lecce, Italy.
Abstract:   (2020 Views)
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.
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Article Type: Original Research | Subject: Agricultural Extension and Education/Agricultural Development
Received: 2021/01/28 | Accepted: 2021/06/29 | Published: 2022/02/17
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