Applying partial least squares to model genetically modified food purchase intentions in southern Spain consumers

Abstract

Consumers’ potential reactions towards genetically modified (GM) foods influence their commercial feasibility and determine the decisions of economic agents. This paper studies the underlying factors involved in determining consumers’ choice behaviour towards GM foods in order to develop an integrated analytical framework. Reliable information about consumers’ behaviour towards GM foods should lead to the design of political strategies intended to make citizens feel safe in their purchasing choices. In addition, there is an analysis of behavioural differences due to consumers’ objective knowledge levels. The research was performed in southern Spain using variance-based structural equation modelling, namely the Partial Least Squares (PLS) regression technique. The results support those arguments that connect consumers’ behavioural intentions, attitudes and different factors involved in determining consumer choice, because attitudes towards GM foods link consumer purchasing intentions to the perceived benefits and risks posed by GM foods. Furthermore, there are some insights into the moderating role played by the consumers’ level of knowledge in their purchase intentions to GM food.