Research On The Impact Factors Of Consumers' Purchasing Intention Of GM Food

Serious polarization lies in the either side of the GMF industry chain. Governments and researchers, on the one hand, make a great effort to apply transgenic technology to food industry and farmers can benefit from planting large number of GM crops, on the other hand, consumers doubt its safety for long-term consumption. Therefore, it's necessary to do research on the consumer behavior with the continuous development of GMF industry.Judging from the general process of the customers'purchasing behavior, it's important to know the attitude and intention by opening the black box of the consumer psychology. In regard to this, on the one hand, this article built a concept model based on a large number of research results of predecessors by the way of factor analyzing and SEM, on the other hand, analysis of variances gave an evidence of the relationship between the factors and the demographic variables.Final conclusions imply that consumers formed their perceived benefits and risks based on their own characteristics such as knowledge, income and degree of education and stakeholders such as manufacturers, retailers and government. Consumer's purchasing intention is determined by its attitude which is formed by the perceived benefits and risks. Therefore, effective consumers segmentation and healthy market environment become the key factors to further develop the GMF industry.