Looking at young millennials’ risk perception and purchase intention toward GM foods: Exploring the role of source credibility and risk attitude
Looking at young millennials’ risk perception and purchase intention toward GM foods: Exploring the role of source credibility and risk attitude
Abstract: This study investigated young millennials’ risk perception, benefit perception, and purchase intention toward GM foods by testing the effects of source credibility and risk attitude. By comparing two samples collected in the U.S. (N = 207) and China (N = 242), we found that source credibility positively influenced benefit perceptions of GM foods among Chinese millennial consumers. Results also revealed risk attitude significantly influenced both American and Chinese millennial consumers’ intention to purchase GM foods. Furthermore, a significant interaction effect between source credibility and risk attitude was found on Chinese millennial consumers’ risk perception of GM foods.
Related Research
-
Glen Nowak was an invited panelist for a University Research Magazine Association (URMA)Glen Nowak was an invited panelist for a University Research Magazine Association (URMA) online “URMA Live” webinar on “Garnering trust on tough topics” on February 18. He was one of three […]
-
United Press Associations: Collective Action for Local News Outlets?Karin Assman, “United Press Associations: Collective Action for Local News Outlets?” accepted for presentation (and organization) at the 2026 Local Journalism Researchers Workshop this April in Washington, D.C. Overview: This presentation […]