[{
  "type": "article-journal",
  "title": "FACTORS INFLUENCING WILLINGNESS TO CONSUME GMF IN CHINESE POPULATION: THE MODERATING ROLE OF INFORMATION LITERACY",
  "author": [
    {
      "family": "Nawaz",
      "given": ""
    },
    {
      "family": "Anwar",
      "given": ""
    },
    {
      "family": "Zhou",
      "given": ""
    },
    {
      "family": "Nawaz",
      "given": ""
    },
    {
      "family": "Dong",
      "given": ""
    },
    {
      "family": "Asmi",
      "given": ""
    }
  ],
  "issued": {
    "date-parts": [[2019]]
  },
  "container-title": "Journal of Animal and Plant Sciences",
  "ISSN": "1018-7081",
  "volume": "29",
  "issue": "4",
  "page": "1088-1099",
  "DOI": "NA",
  "abstract": "<p>The study emphasized the factors affecting consumer perception regarding social valence view and consumer willingness to consume &lsquo;Genetically Modified Food&rsquo; (GMF) in a Chinese population. The research highlighted the critical dominating role of &lsquo;Health Concerns&rsquo; (toxins and genetic hazards) in consumer willingness of GMF consumption. Moreover, the GMF Labeling strongly influenced &lsquo;Benefits Perceived&rsquo; (trust) in society towards GMF. The current study concludes the exciting moderating role of &lsquo;Information Literacy&rsquo; as it can potentially enhance the consumers&rsquo; Willingness to Consume by decreasing their &lsquo;Health Concerns&rsquo; and by increasing the &lsquo;Benefits Perceived&rsquo;. Further, it highlights the importance of effective communication strategy to convey the actual value of GMF to the society and stakeholders in the shortest possible time.</p>",
  "publisher": "Pakistan Agricultural Scientists Forum",
  "URL": "https://thejaps.org.pk/AbstractView.aspx?mid=2019-JAPS-421"
}]