Agric. Econ. - Czech, 2009, 55(9):436-445 | DOI: 10.17221/2404-AGRICECON

Factors influencing Chinese consumer behavior when buying innovative food products

R.B. Kim
HanYang University , Seongdong-gu, Seoul

This study conceptualizes a model of Chinese consumers' purchase decision for the GM foods by empirically testing the interrelationship among the GM food purchase decision determinants with a multi-attribute model. The purpose of this study is to explore what underlying factors affect the Chinese consumer choice behavior for the GM food. A clear understanding of the determinants of consumers' GM food choice may enable policy makers and marketers to build effective policies and marketing strategies and to establish market position of the GM food. The results show that consumers' perceived concern toward the subjects such as limited information availability, environmental hazard as well as ethical issues of the GM food are strong indicators of consumers' GM food purchase decision.

Keywords: consumer behavior, genetically modified (GM) food, China, multi-attribute model and structural equation modeling

Published: September 30, 2009  Show citation

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Kim RB. Factors influencing Chinese consumer behavior when buying innovative food products. Agric. Econ. - Czech. 2009;55(9):436-445. doi: 10.17221/2404-AGRICECON.
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