Open AccessConsumers’ Switching Preference from Conventional Food to Genetically Modified Food
Author(s) -
Phuah Kit Teng,
Bernard Lim Jit Heng,
Shamsul Nahar Abdullah
Publication year - 2018
Publication title -
asia proceedings of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2663-6638
pISSN - 2663-662X
DOI - 10.31580/apss.v2i3.228
Subject(s) - genetically modified food , genetically modified organism , preference , business , food industry , genetically engineered , food quality , quality (philosophy) , microbiology and biotechnology , food preference , marketing , economics , food science , biology , microeconomics , biochemistry , philosophy , epistemology , gene
Today, the demand for quality food is increasing and genetically modified food has become part of the Asian diet. Based on the potential of GM food products and Malaysia’s plan to expand its biotechnology industry, the market for GMO will surge if Malaysian consumers are well-informed on the advantages of GM food products. Therefore, this study proposed nine hypothesis to understand Malaysia consumers’ preference for switch from conventional food to genetically modified food. The result indicates that utilitarian, aversive and informational reinforcement will increase consumers’ preference towards genetic modified food if they are aware that genetically modified food brings more advantages than disadvantages to human being. In addition, result shows that consumer who switch will have higher intention to recommend GMO food to others and willing to pay more for GMO food.