Are consumers loyal to genetically modified food? Evidence from Australia

Abstract

Purpose: Genetically modified (GM) food has received considerable interest from academics and practitioners. However, research on consumer loyalty towards GM food is relatively sparse. Guided by the theory of planned behaviour, this study aims to explore the factors that influence consumer repurchase intention and behavioural loyalty towards GM food.

Design/methodology/approach: Data were collected from 464 Australian consumer panel members surveyed through a nationwide online survey, with data analysed by structural equation modelling using AMOS (v. 22.0).

Findings: The findings reveal that consumer loyalty towards GM food is influenced by the interplay between awareness of benefits and risks, situational and social influences and attitude and repurchase intention. Female consumers are found to not only possess a relatively more favourable attitude and repurchase intention, but also are more loyal towards GM food compared to male consumers. Unlike older consumers, younger consumers' loyalty towards GM food is influenced by their attitude and repurchase intention. The relevant policy implications of the findings are discussed.

Practical implications: As consumers have contrasting views about GM food, to influence their loyalty, it is important for GM food industries as well as policy makers to better understand how to address consumers' varying concerns about GM food.

Originality/value: This study offers a parsimonious model for explaining the factors that influence consumer loyalty towards GM food.