Ngo Thi Thuy An, Phan Thi Yen Nhi, Le Thi Ngoc Trang
Department of Soft Skills, FPT University, Can Tho City, Vietnam.
Department of Business, FPT University, Can Tho City, Vietnam.
PLoS One. 2024 Oct 2;19(10):e0311257. doi: 10.1371/journal.pone.0311257. eCollection 2024.
Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.
转基因食品已成为全球食品行业中的一个重要话题，引发了关于其安全性以及对消费者选择影响的广泛争论。本研究旨在探讨对转基因食品的了解和信任对越南消费者认知及其后续购买意愿的影响。通过采用定量研究方法，本研究收集了424名有效受访者的数据。研究模型聚焦于五个构念：知识、信任、感知利益、感知风险和购买意愿。使用偏最小二乘结构方程模型（PLS-SEM）对数据进行分析，以检验假设并考察这些构念之间的相互关系。结果表明，对转基因食品了解的增加与对利益感知的增强以及对风险感知的降低相关联，从而提高了购买意愿。对转基因食品的信任显著增强了感知利益，但对风险评估没有显著影响，尽管它与购买意愿呈正相关。此外，对更大利益的感知与更高的购买意愿呈正相关，而风险感知的增加则对购买意愿产生负面影响。这些结果突显了在塑造消费者对转基因食品的购买意愿方面，知识、信任、感知利益和感知风险之间的复杂关系。该研究提出了一个综合模型，描绘了知识和信任如何影响越南消费者对转基因食品的认知和购买意愿。这些发现为政策制定者、企业管理者和营销人员提供了启示，强调了传播透明信息、优先建立信任以及采用细致入微的沟通策略的重要性。通过有效增强感知利益并应对感知风险，这些策略旨在培养消费者对转基因食品的积极意愿和行为。
