Predicting Consumer Intentions to Purchase Genetically Modified Food: An Empirical Evidence From a Developing Nation

Environmentalist are sceptical towards the burgeoning interests of consumers in GM crops and the products are under careful observation of the scientific researchers and policymakers present all around the globe. The objective of the paper is to examine the Developing Nation consumers intention towards GM Food as a purchase choice. To elucidate the role played by determinant factors such as Environmentalism and Emotional Involvement followed by factors from TPB was used to determine the consumer intentions. The study has exploited the hypermarket trends of Indian city, Chandigarh, which is capital to states of Haryana and Punjab, by using a cross-sectional survey comprising of 744 number of consumers. Result shows that among the five determinant factors, Attitude, Environmentalism and Perceived Behavioral Control are the key determinants that play a substantial role in influencing consumers to purchase GM Food. The findings of the study will prove beneficial in augmenting the adoption of GM Food by increasing social desirability and meeting the food security demand of India.