Abstract:

The purpose of this study is to evaluate consumer attitudes towards genetically modified food and to identify factors that affect consumer’s behavior to purchase genetically modified food by applying the theory of planned behavior and testing the influence of perceived risk of GM food on consumers’ attitude as well as on consumers’ behavioral intention. A questionnaire is conducted to collect data from 200 consumers. The method of structural equations is used to test the hypotheses of the research. The results of this study show that the intention to GM foods was positively determined by attitude, perceived risk, subjective norms and perceived behavior control. The managerial and theoretical implications of these results as well as the future research are examined