Looking at young millennials’ risk perception and purchase intention toward GM foods: Exploring the role of source credibility and risk attitude

Health Marketing Quarterly, Vol. ahead-of-print No. ahead-of-print, early cite date: March 27, 2022. https://doi.org/10.1080/07359683.2022.2053805 

Sun, Ruoyu (Grady alumna) and Juan Meng. (2022). “Looking at young millennials’ risk perception and purchase intention toward GM foods: Exploring the role of source credibility and risk attitude.” Health Marketing Quarterly, Vol. ahead-of-print No. ahead-of-print, early cite date: March 27, 2022. https://doi.org/10.1080/07359683.2022.2053805 

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. 

Juan Meng 

Related Research


Role of fresh start mindset framing in reducing stigma and promoting mental health help-seeking behavior

Lee, Yoon-Joo, Hye Jin Yoon, and Jinho Joo (forthcoming), “Role of fresh start mindset framing in reducing stigma and promoting mental health help-seeking behavior,” Journal of Consumer Behaviour. Abstract: One […]

Hye Jin Yoon
read more
Between the facts and a hard place: Trust judgments and affective responses in information-seeking processes during Early COVID-19

Ivanka Pjesivac, Eldredge, S., Dalton, E., & Miller, L. (2023). “Between the facts and a hard place: Trust judgments and affective responses in information-seeking processes during Early COVID-19,” Health Communication. […]

Ivanka Pjesivac
read more