RT Journal T1 FACTORS INFLUENCING WILLINGNESS TO CONSUME GMF IN CHINESE POPULATION: THE MODERATING ROLE OF INFORMATION LITERACY A1 M. A. Nawaz A1 M. A. Anwar A1 R. Zhou A1 A. Nawaz A1 W. Dong A1 F. Asmi JF Journal of Animal and Plant Sciences JO JAPS SN 1018-7081 VO 29 IS 4 SP 1088 OP 1099 YR 2019 FD 2019/08/01 DO DOI NA AB

The study emphasized the factors affecting consumer perception regarding social valence view and consumer willingness to consume ‘Genetically Modified Food’ (GMF) in a Chinese population. The research highlighted the critical dominating role of ‘Health Concerns’ (toxins and genetic hazards) in consumer willingness of GMF consumption. Moreover, the GMF Labeling strongly influenced ‘Benefits Perceived’ (trust) in society towards GMF. The current study concludes the exciting moderating role of ‘Information Literacy’ as it can potentially enhance the consumers’ Willingness to Consume by decreasing their ‘Health Concerns’ and by increasing the ‘Benefits Perceived’. 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.

K1 Willingness to Consume; Health Concerns; Food Neophilia; Information Literacy; GM Labeling PB Pakistan Agricultural Scientists Forum LK https://thejaps.org.pk/AbstractView.aspx?mid=2019-JAPS-421