Impact of genetically modified food knowledge, environmental, and food safety concerns on purchase intention of genetically modified food in mediating role of perceived risk: An empirical study in Thailand

• Published date: 01 May 2020
• Author: Jintana Pattanapomgthorn,Jutamat Sutduean,Bounmy Keohavong
• Date: 01 May 2020
• DOI: http://doi.org/10.1002/wfp2.12007

World Food Policy. 2020;6:23–41. wileyonlinelibrary.com/journal/wfp2

|

23

© 2020 Policy Studies Organization

DOI: 10.1002/wfp2.12007

ORIGINAL ARTICLE

Impact of genetically modified food knowledge,

environmental, and food safety concerns on

purchase intention of genetically modified food in

mediating role of perceived risk: An empirical study

in Thailand

JintanaPattanapomgthorn1

|

JutamatSutduean2

|

BounmyKeohavong3

1Department of Health, Office of Expert

Committee, Bangkok, Thailand

2Rice Department, Royal Development

Project Coordination Division, Bangkok,

Thailand

3Office of Research Governance,

Souphanouvong University, Luang

Prabang, Laos PDR

Correspondence

Jintana Pattanapomgthorn, Office of

Expert Committee, Department of Health,

Bangkok, Thailand.

Email: jin_pattana@yahoo.com

Abstract

With the increasing population of world, science has stepped

into genetically modified (GM) food. This has been inno-

vated not just to increase the quantity of food but to instill the

desired characteristics in a natural food item. Yet, many peo-

ple are not responding to such GM food positively by consid-

ering it unnatural and artificial. The purpose of this research

is to assess the impact of environmental consciousness, GM

food knowledge and food safety concern on purchasing in-

tention of GM food items in the mediating role of perceived

risks in Thailand. A questionnaire-based survey was con-

ducted in this regard from 298 residents of Thailand and the

data were then analyzed on SPSS and AMOS. The results of

structural equation modeling have proved that environmen-

tal consciousness and food safety concerns have significant

and positive impact on purchase intention of GM food, but

GM food knowledge has insignificant impact. Perceived risk

has been found as a significant mediator in the relationship

between all independent variables and purchase intention of

GM food. The study is unique as impact of GM food knowl-

edge was not seen in the past on purchase intention of GM

food while the mediating role of perceived risk was also not

tested before. This study will facilitate citizens and tourists

of Thailand to decide about GM food for their better health.

24

|

PATTANAPOMGTHORN eTAl.

1

|

INTRODUCTION

Genetically modified (GM) food is developed from genetic engineering and researchers already advised

the consumers about the perceived risk of GM food on health of people and to the environment (Wilcock

& Ball, 2017). In view of this, Thailand has not enough study on GM food which requires more inten-

tion.Moreover, the perceived risk of GM food in Thailand is greater because it has allergic reactions and

environmental reactions towards the society. The risks regarding GM food has increased over the years in

Thailand because of the people who experienced the hostile reactions of the GM food. The knowledge of

consuming safe products are increased in Thailand as the people observed the risks of GM food resulting

in less usage of GM food (Tan & House, 2018). Thailand is going through a phase of fourth manufactur-

ing rebellion and government has implemented the measures of creative and green growth to stimulate

the economic growth of a country. Thailand intended to use genetic engineering for the consumption

needs of its population. Thailand is aware of the increased risks of GM food globally and has established

policies and regulations for the assurance of its safety (Wongprawmas & Canavari, 2017).

GM food has a noticeable effect on environment as it has deviated the quantity of pesticides and

insecticides applied to it comparative to conservatively grown substitutes. GM food has donated to

reduce the greenhouse gas (GHG) releases throughout the world and it is broadly acknowledged that

rises in greenhouse gases in the environment, namely carbon dioxide, methane, and nitrous oxide are

damaging to the atmosphere globally. Thus, if by the production of GM food greenhouse gases reduced

then it has a positive impact on the environment. But studies showed that it can also have a negative

impact on the environment. The greater use of insecticides and pesticides have damaged natural plants

and badly ruined the soil (Jiumpanyarach, 2018). Knowledge about GM food is also a hurdle in using

it and it is found that knowledge of GM food has an influence on purchase intention of GM food. With

the increase in knowledge, consumers are willing to purchase it (Chiengkul, 2017). Many foods and

vegetables are derived through genetic engineering and people are concerned about the food safety.

They need those foods which are harmless to eat and have enough capability to offer positive assis-

tances to them. Still, most consumers have safety concerns about GM food safety. Safety concerns of

GM food include chemical and bacteriological threats. These elements have bad effects on the health

of humans and in return limited the purchase intention of GM food (Jiumpanyarach, 2018). (Figure 1).

Thailand gradually increased the production of GM food at various levels, but the perceived risks

always come in its pathways. Still it is the concern of the government of Thailand that genetic engi-

neering foods have a bad and negative effect on consuming. The perceived risks of GM food toward

health and environment have led the government to think about its production in Thailand. The graph

shows that GM food has immense benefits at industrial and developing level. Agriculture firms have

considerable concerns of risks at industrial levels from the past 15years (Ranta, 2015). (Figure 2).

Knowledge about GM food has helped in spreading the usage of GM food. The above graph shows

that with the increase in knowledge of GM food the benefits to farmers will increase. The information

has let the agriculturalists to use modified technology for better production. The will have enough

understanding of using the accurate quantity of pesticides and to reduce their production costs. The

knowledge of GM food has placed many benefits not only for farmers but for the country. The infor-

mation can also increase public beliefs on the use of GM food and its production by farmers which in

turn enhance the purchase of GM food (Sriwaranun, Gan, Lee, & Cohen, 2015).

KEYWORDS

environmental consciousness, food safety, genetically modified food,

knowledge, perceived risks, Thailand