Abstract

This study examined consumer perception of genetically modified (GM) foods in an emerging market context and analyzed determinants of acceptance and purchase intention. Drawing upon the Theory of Planned Behavior and Risk Perception Theory, the study investigated the roles of perceived risk, perceived benefit, trust, and knowledge. A cross-sectional survey design was adopted, and data were collected from 400 respondents using structured questionnaires. Descriptive statistics and multiple regression analysis were employed for data analysis. Findings indicated that perceived risk exerted a significant negative influence on purchase intention, while perceived benefit, institutional trust, and knowledge demonstrated positive and statistically significant effects. The regression model explained 61% of the variance in purchase intention. The study concluded that consumer acceptance of GM foods in emerging markets was primarily shaped by psychological and institutional factors rather than demographic characteristics alone. Policy implications emphasized the importance of transparent communication, regulatory credibility, and consumer education in promoting biotechnology acceptance.

Keywords: Genetically Modified Foods; Consumer Perception; Emerging Markets; Risk Perception

Introduction

Scholars have consistently argued that the commercialization of genetically modified (GM) foods represented one of the most controversial technological shifts in contemporary agri-food systems (Qaim, 2020; Frewer et al., 2013). It was reported that genetic modification involved the direct manipulation of an organism’s genome to introduce desirable traits such as pest resistance, herbicide tolerance, improved nutritional content, and enhanced yield stability (James, 2017). While proponents maintained that GM technologies addressed food insecurity and agricultural inefficiencies, critics contended that uncertainties surrounding long-term health, environmental sustainability, and corporate control of food systems generated public skepticism (Lusk et al., 2005; Bawa & Anilakumar, 2013). In emerging markets, the debate assumed heightened importance. Researchers observed that these economies faced simultaneous pressures of rapid population growth, climate variability, urbanization, and persistent food insecurity (FAO, 2022; Qaim, 2020). It was argued that biotechnology offered a strategic solution to productivity gaps, yet public acceptance remained uneven and socially mediated (Frewer et al., 2013). Studies suggested that consumer perception in such contexts was shaped not only by scientific literacy but also by cultural values, trust in institutions, religious beliefs, and socioeconomic status (Siegrist, 2008; Lusk et al., 2005).It has been emphasized that perception functions as a cognitive evaluation process through which individuals interpret information about risk and benefit (Slovic, 1987). Scholars reported that individuals often relied on heuristics rather than technical knowledge when forming opinions about food technologies (Frewer et al., 2013). In emerging markets, where regulatory institutions were sometimes perceived as weak or inconsistent, trust deficits amplified concerns about food safety (Siegrist, 2008). Consequently, the issue of consumer perception transcended scientific assessment and entered the domain of social legitimacy.

The central goal of this paper was to examine consumer perception of genetically modified foods in emerging markets and to determine the factors influencing acceptance, risk assessment, and purchase intention. It was proposed that perception was shaped by perceived benefits, perceived risks, trust in regulatory authorities, knowledge level, and socio-demographic characteristics. The study aimed to contribute to scholarly discourse by providing quantitative evidence regarding determinants of acceptance within an emerging market context. The theoretical framework of the study was grounded in the Theory of Planned Behavior (Ajzen, 1991) and the Risk Perception Theory (Slovic, 1987). Ajzen (1991) reported that behavioral intention was influenced by attitudes toward the behavior, subjective norms, and perceived behavioral control. Applied to GM foods, it was argued that consumers’ purchase intentions were determined by their attitudes toward biotechnology, social influences, and perceived autonomy in food choice. Empirical studies had supported the relevance of this framework in food technology contexts (Lusk et al., 2005). Risk Perception Theory, as articulated by Slovic (1987), suggested that perceived risk was socially constructed and emotionally mediated rather than solely evidence-based. It was reported that unfamiliar and involuntary risks were perceived as more threatening than familiar ones. In the context of GM foods, scholars observed that perceived unnaturalness and lack of control intensified perceived hazard (Frewer et al., 2013). Thus, the introduction established that consumer perception of GM foods in emerging markets constituted a multidimensional phenomenon influenced by psychological, cultural, and institutional variables. It was argued that understanding these dynamics was essential for policymakers, agribusiness firms, and regulatory agencies seeking to enhance food security while maintaining consumer trust.