The Influence of Food Motives on Attitude: A Study of Genetically Modified Organism Food in Malaysia
The Influence of Food Motives on Attitude: A Study of Genetically Modified Organism Food in Malaysia
DOI:
https://doi.org/10.24191/aej.v11i3.14004Keywords:
Genetically Modified Organism (GMO) Food, Food Motives, Consumer Attitude, MalaysiaAbstract
The influence of food motives on Malaysian consumers’ attitudes towards genetically modified
(GMO) foods is explored in this study, specifically to investigate whether motivations can be
explained by four dimensions: knowledge, risk perception, technology orientation and labelling.
A structured questionnaire was used to collect 337 usable responses. Structural Equation
Modelling (SEM) was employed to test the hypothesised relationship. The findings reveal that
food motive has a significantly positive influence on consumer attitude toward GMO food. The
results of the study emphasise the necessity to improve consumers’ knowledge, risk perceptions,
and to increase labelling transparency to increase the consumers’ support for GMO food
products in Malaysia. The findings offer policy implications for policymakers, advertisers, and
stakeholders involved in GMO food promotion and regulation
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Copyright (c) 2025 Mohi Uddin, Muhammad Tahir Jan, Suharni Maulan
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