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Journal of Management Sciences - Volume 10, Issue 1 2023
By Faiqa Kiran, Faiza Sultan, Muhammad Asim Nawaz
10.20547/jms.2014.2310104
Keywords: Theory of consumption value (TCV), Price value, Nutritional value, Social approval, Ecological value, Perceived knowledge value, Food attitude, and Food technology Neophobia.
The study introduces the study model enacted from the consumption values to estimate the influential factors of consumer consumption willingness. It investigates the differences between consumption willingness based on the values and development of food attitudes in a comparative study. SmartPLS-based SEM technique was used to do the estimation based on the data collected through a questionnaire-based survey. The results indicate that Chinese consumers are more concerned about ecological values and perceived knowledge, which are premier aspects that can improve the situation. Moreover, food technology neophobia inversely moderates consumer willingness to consume. Further, the American data set reveals that the ordinary consumer holds a positive attitude towards GM consumption but is worried about the increasing involvement of food technologies. In contrast, fear of food technologies such as neophobia dampens the existing bond between the food attitude and consumption willingness of GM food.
Submission Date: 23 Nov, 2022 Reviews Completed: 27 Feb, 2023Acceptance Date: 12 Mar, 2023 Publication Date: 26 Mar, 2023