Alalwan Ali Abdallah, Abu-Romman Saeid, Al-Weshah Ghazi, Dwivedi Yogesh K, Albanna Hanaa
Department of Management and Marketing, College of Business and Economics, Qatar University, P.O. Box - 2713, Doha, Qatar.
Al-Balqa Applied University, Department of Biotechnology, Al-Salt 19117, Jordan.
Heliyon. 2023 Jun 3;9(6):e16920. doi: 10.1016/j.heliyon.2023.e16920. eCollection 2023 Jun.
Genetically modified food (GMF) is one of the most debated issues in the food market. There has been considerable interest from both academic researchers and policy makers regarding the antecedents and consequences of the commercial adoption of GMF applications. Conceptually, GMF can be defined as "Genetically modified (hereafter GM) foods are produced from genetically modified seeds or ingredients derived from plants or animals whose DNA has been manipulated using genetic engineering methods" [1, p. 2861]. However, only a limited number of studies have tested the related issues of GMF products from a customer perspective. Thus, this project intends to discover and examine the main drivers and hindrances in predicting customers' intention and buying decision behaviour in developing Arabian countries (i.e., Jordan). A diffusion of innovations (DOIs) model was selected as the theoretical basis for the current study project. A field survey study was conducted to collect the requested quantitative data from a convenience sample of Jordanian customers. Statistical results largely supported the role of relative advantage, compatibility, trialability, social approval, awareness, perceived risk and price value on the behavioural intention to adopt GMF products, which in turn significantly predicted actual adoption behaviour. The results of the current project will hopefully expand the current academic understanding of the main factors that predict Jordanian customers' perception and adoption of GMF products.
转基因食品（GMF）是食品市场中争议最大的问题之一。学术研究人员和政策制定者都对转基因食品应用商业化采用的前因后果表现出了浓厚兴趣。从概念上讲，转基因食品可定义为“转基因（以下简称GM）食品由转基因种子或源自植物或动物的成分生产而来，这些植物或动物的DNA已通过基因工程方法进行了操控”[1，第2861页]。然而，只有少数研究从消费者角度对转基因食品相关问题进行了测试。因此，本项目旨在发现并考察在阿拉伯国家（即约旦）发展过程中预测消费者意愿及购买决策行为的主要驱动因素和阻碍因素。创新扩散（DOI）模型被选为当前研究项目的理论基础。我们开展了一项实地调查研究，从约旦消费者的便利样本中收集所需的定量数据。统计结果在很大程度上支持了相对优势、兼容性、可试用性、社会认可度、认知度、感知风险和价格价值对采用转基因食品产品行为意愿的作用，而这种行为意愿反过来又显著预测了实际采用行为。当前项目的结果有望拓展目前学术界对预测约旦消费者对转基因食品产品认知和采用的主要因素的理解。
