A Study On Consumers' Cognition And Purchase Intention Of Genetically Modified Food In Nanchang

Since the birth of the first case of genetically modified tobacco in 1983 to the Monsanto's extended tomatoes listed on,the transgenic technology has been developed rapidly.But the development is accompanied with various disputes that is whether genetically modified foods are truly safe,whether genetically modified foods should be commercialized and whether genetically modified foods should be identified.Experts have different views about it.But there is no definite conclusion now.With the outbreak of food safety problems,Consumers are increasingly concerned about genetically modified foods.Consumers play a very important role in the commercialization and application of genetically modified foods.Through the questionnaire we investigated consumers' awareness and willingness of buying genetically modified foods in Nanchang.According to the questionnaire system,we analyzed the factors through SPSS software that affected consumers' awareness of genetically modified foods,ways of obtaining information,perception of advantages and disadvantages,behavior and purchase intention,evaluation and the degree of trust.And construct the structural equation model with Mplus software to explore the relationship between purchase intention,awareness,perceived benefits,perceived risk and trust degree.We concluded that the perceived risk and perceived benefits are the most important factors to influence consumers' purchase intention.We come to the conclusion through the analysis of the results.Firstly,consumers' awareness of genetically modified foods is limited,and individual differences are obvious.Secondly,perceived risk and perceived benefits affect consumers' purchase intention to a large extent.Thirdly,consumers do not trust the source of information,and there is information asymmetry.Finally,consumers are optimistic about the development of genetically modified foods,but it needs to strengthen supervision.And then we make the following recommendations according to the conclusion.Firstly,the government should strengthen propaganda to improve consumers' awareness.Secondly,we should strengthen the safety evaluation and promote timely and properly.Thirdly,regulate the dissemination of information and resolve the problem of information asymmetry.Fourthly,strengthen the policy guidance and improve the relevant laws and regulations.Finally,the government should increase investment and develop national enterprises.There are many research on genetically modified foods is based on the transgenic technology itself,ethics and economic and political interests.This study is based on consumers' perspective in order to find their true feelings and needs.For the government to develop relevant management policies,production operators to provide a scientific basis for commercial promotion which is benefit to the healthy development of biotechnology industry.