Study On Consumer's Willingness To Purchase Genetically Modified Soybean Oil In Heilongjiang Province

Nowadays,genetically modified food has become a part of people's daily consumption through commercial operation,but there are still disputes about it.Consumers still have doubts about the risks it may bring,which makes them uncertain when they buy.At the same time,their involvement is the key psychological characteristics of their purchasing behavior.Their purchasing intention plays an important role in the future development of the whole genetically modified food industry.At present,Heilongjiang Province is the largest soybean planting area in China.Most of its people choose to eat soybean oil,so it is essential to explore people's purchasing intention of GM soybean oil.Therefore,it is in line with the development trend of GM food to explore people's purchasing intention from the perspective of perceived risk and involvement degree.Based on previous studies,this paper constructs a research model on the impact of perceived risk and involvement degree of GM soybean oil on consumers' purchase intention.Firstly,questionnaire survey was used to understand people's perceived risk,involvement degree and purchase intention of GM soybean oil;secondly,exploratory factor analysis was used to divide people's perceived risk and involvement degree into dimensions;finally,data were analyzed by AMOS 24.0 and SPSS25.0 software,and then structural equation model was constructed to test hypothesis.Population statistics variables are also considered as moderator variables,and variance analysis is used to analyze their impact on each variable.The following conclusions can be drawn:(1)Consumers' perceived risk has a significant negative impact on the purchase intention of GM soybean oil.People's risk of GM soybean oil mainly comes from its health hazards,impact on future generations,lack of function,social external impact and psychological distress.The impact coefficient of health and future generations' risk on overall perceived risk is higher.(2)The degree of involvement of consumers has no significant direct and positive impact on the purchase intention of GM soybean oil.The total effect of involvement degree on the purchase intention is that the degree of involvement directly affects the purchase intention of GM soybean oil,and the degree of involvement indirectly affects the purchase intention through perceived risk.Perceived risk plays a mediating role in the influence of involvement degree on the purchase intention of GM soybean oil.(3)There is no significant difference in perceived risk,involvement degree and purchase intention among different demographic variables.Finally,the policies and suggestions for the development of genetically modified food in China are put forward from three perspectives of government,enterprises and consumers,which provide decision-making reference for government agencies,manufacturers and consumers.