Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Gent, Belgium.
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh, Bangladesh.
GM Crops Food. 2024 Dec 31;15(1):316-335. doi: 10.1080/21645698.2024.2418161. Epub 2024 Nov 18.
Golden Rice (GR), genetically modified (GM) rice enriched with provitamin A, holds promise to address micronutrient deficiencies in developing countries. However, its success hinges on market acceptance. This study investigates how the marketing aspects of GR influence consumers' purchase intentions in Bangladesh and the Philippines. The Expectation Confirmation Theory (ECT) is employed to analyze the role of expectations regarding the marketing mix components (i.e. product, price, place, promotion), risk perceptions, performance expectations, and expected satisfaction on consumers' purchase intentions. Data from online surveys in Bangladesh ( = 391) and the Philippines ( = 354), collected using convenience sampling, were analyzed using structural equation modeling. Findings reveal that positive expectations toward the marketing mix, performance, and satisfaction increase consumers' purchase intention of GR, whereas risk perceptions have a negative influence. Additionally, it was found that expectations toward all four marketing mix components significantly affect purchase intention in Bangladesh. However, only product and promotion have a notable influence in the Philippines. These results emphasize the importance of effectively addressing consumers' marketing expectations to help ensure a successful implementation. This study is novel as it delves into consumers' purchase intentions for a GM biofortified crop and their expectations for different aspects of its future marketing (i.e. product, price, place, promotion), performance, and satisfaction. If GR is commercialized, future research should validate these expectations based on actual consumer experiences. Additionally, longitudinal studies could track changes in consumer expectations over time, identifying consistently valued marketing elements and offering a valuable technique for product development before launch.
黄金大米（GR）是一种富含维生素 A 前体的转基因大米，有望解决发展中国家的微量营养素缺乏问题。然而，其成功与否取决于市场接受度。本研究调查了 GR 的营销方面如何影响孟加拉国和菲律宾消费者的购买意愿。期望确认理论（ECT）被用来分析营销组合要素（即产品、价格、地点、促销）、风险感知、绩效期望和预期满意度对消费者购买意愿的影响。使用便利抽样在孟加拉国（n=391）和菲律宾（n=354）进行在线调查收集的数据，使用结构方程模型进行分析。研究结果表明，对营销组合、绩效和满意度的积极期望会增加消费者对 GR 的购买意愿，而风险感知则产生负面影响。此外，研究还发现，对营销组合的所有四个要素的期望都显著影响了孟加拉国的购买意愿。然而，在菲律宾，只有产品和促销具有显著影响。这些结果强调了有效满足消费者营销期望的重要性，以帮助确保成功实施。本研究的新颖之处在于深入探讨了消费者对转基因生物强化作物的购买意愿及其对未来营销（即产品、价格、地点、促销）、绩效和满意度的不同方面的期望。如果 GR 实现商业化，未来的研究应该根据消费者的实际体验来验证这些期望。此外，纵向研究可以跟踪消费者期望随时间的变化，确定始终受到重视的营销要素，并在产品推出前提供有价值的产品开发技术。
