17 M. A. Nawaz M. A. Anwar R. Zhou A. Nawaz W. Dong F. Asmi Journal of Animal and Plant Sciences JAPS 20192019/08/01 29 4 1088-1099 1018-7081 NA <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> Willingness to Consume; Health Concerns; Food Neophilia; Information Literacy; GM Labeling Pakistan Agricultural Scientists Forum https://thejaps.org.pk/AbstractView.aspx?mid=2019-JAPS-421