Golden opportunities? How marketing expectations drive purchase intentions of golden rice in Bangladesh and the Philippines DOI Creative Commons
Dilshad Zahan Ethen, Maimuna Begum, Berre Deltomme

et al.

GM crops & food, Journal Year: 2024, Volume and Issue: 15(1), P. 316 - 335

Published: Nov. 18, 2024

Golden Rice (GR), genetically modified (GM) rice enriched with provitamin A, holds promise to address micronutrient deficiencies in developing countries. However, its success hinges on market acceptance. This study investigates how the marketing aspects of GR influence consumers' purchase intentions Bangladesh and Philippines. The Expectation Confirmation Theory (ECT) is employed analyze role expectations regarding mix components (i.e. product, price, place, promotion), risk perceptions, performance expectations, expected satisfaction intentions. Data from online surveys (n = 391) Philippines 354), collected using convenience sampling, were analyzed structural equation modeling. Findings reveal that positive toward mix, performance, increase intention GR, whereas perceptions have a negative influence. Additionally, it was found all four significantly affect Bangladesh. only product promotion notable These results emphasize importance effectively addressing help ensure successful implementation. novel as delves into for GM biofortified crop their different future satisfaction. If commercialized, research should validate these based actual consumer experiences. longitudinal studies could track changes over time, identifying consistently valued elements offering valuable technique development before launch.

Language: Английский

Importance–Performance Map Analysis of the Drivers for the Acceptance of Genetically Modified Food with a Theory of Planned Behavior Groundwork DOI Creative Commons
Jorge de Andrés Sánchez, María Puelles-Gallo, Mar Souto-Romero

et al.

Foods, Journal Year: 2025, Volume and Issue: 14(6), P. 932 - 932

Published: March 9, 2025

The revolution in biotechnology at the end of 20th century has improved agricultural productivity, reduced environmental impact, and enhanced food nutrition. However, genetically modified (GMF) consumption remains low, particularly European Union, including Spain. This study develops a GMF acceptance model based on Theory Planned Behavior, incorporating five key variables alongside gender age as control factors. Attitude-related include perceived benefit (PB) risk (PR). Perceived factors involve neophobia (PHOB) knowledge (KNOWL) about GMFs. Additionally, subjective norm (SN) is considered. Using sample 728 Spanish consumers, was validated, explaining 70% variance demonstrating strong predictive capability. results so PB, KNOWL, SN positively influence acceptance, whereas PR PHOB have negative effects. PB emerged most influential variables, which are also highlighted priorities importance-performance map analysis (IPMA). Based these findings, strategies been proposed to enhance benefits norms, potentially increasing acceptance. provides valuable insights into consumer behavior offers guidance for policymakers industry stakeholders promote adoption

Language: Английский

Citations

0
Golden opportunities? How marketing expectations drive purchase intentions of golden rice in Bangladesh and the Philippines DOI Creative Commons
Dilshad Zahan Ethen, Maimuna Begum, Berre Deltomme

et al.

GM crops & food, Journal Year: 2024, Volume and Issue: 15(1), P. 316 - 335

Published: Nov. 18, 2024

Golden Rice (GR), genetically modified (GM) rice enriched with provitamin A, holds promise to address micronutrient deficiencies in developing countries. However, its success hinges on market acceptance. This study investigates how the marketing aspects of GR influence consumers' purchase intentions Bangladesh and Philippines. The Expectation Confirmation Theory (ECT) is employed analyze role expectations regarding mix components (i.e. product, price, place, promotion), risk perceptions, performance expectations, expected satisfaction intentions. Data from online surveys (n = 391) Philippines 354), collected using convenience sampling, were analyzed structural equation modeling. Findings reveal that positive toward mix, performance, increase intention GR, whereas perceptions have a negative influence. Additionally, it was found all four significantly affect Bangladesh. only product promotion notable These results emphasize importance effectively addressing help ensure successful implementation. novel as delves into for GM biofortified crop their different future satisfaction. If commercialized, research should validate these based actual consumer experiences. longitudinal studies could track changes over time, identifying consistently valued elements offering valuable technique development before launch.

Language: Английский

Citations

0