The Effects of GMO Awareness on the Intention to Purchase Genetically Modified Foods

The present research emphasizes the effects of GMO awareness on consumer's intentions to purchase genetically modified foods. As part of the study, three null hypotheses and five alternative hypotheses on the influence of various variables on the attitude to genetically modified food products and their purchase were identified. It was revealed that the parameter of health literacy is significant and has an impact on the formation of the image of GMOs in the eyes of the audience, and also contributes to the formation of consumer intentions regarding genetically modified foods. We also identified aspects that affect the image of GMO food in the eyes of a wide audience. To test the hypotheses put forward, the following types of data analysis were used: correlation analysis using the Chi-Square test, as well as Spearman's rho criterion. Data was analyzed using IBM SPSS Statistics software. The empirical basis of the study was the data obtained through an online survey method, with 503 respondents participated. As a result of an empirical study, significant interconnections were identified about the effect of the GMO awareness on consumer’s intentions to purchase genetically modified foods, as well as the effect of the level of health literacy on consumer behavior regarding genetically modified products.