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PurposeThis study investigates consumers' willingness to adopt genetically modified foods (GM) and the role of innovation and behavioral determinants.Design/methodology/approachA new integrated model that expands the Health Belief Model (HBM) into the Innovation Diffusion Theory (IDT) was developed and examined. A total of 241 consumers were selected from the capital of Iran, Tehran, through a multistage random sampling. The data were analyzed using SEM-PLS modeling.FindingsThe extended HBM model was able to predict about 84% of the variance changes in consumers' willingness to adopt GM foods. The effects of net benefit and perceived compatibility on the willingness were also significant. In addition, the mediating effect of compatibility on the relationship between net benefit/self-efficacy and willingness to adopt GM foods was also significant.Originality/valueThis study contributes to the literature by developing the HBM into the IDT to assess consumers' willingness to adopt GM foods.

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Although GM food production is considered an important strategy to meet the growing food needs of the population around the world, a majority of the GM food consumers express doubts about purchasing and eating them. However, it can be argued that consumers have different opinions about GM foods and their influence on human health and the natural environment. GM food producer Corporate Social Responsibility (CSR) may significantly affect such opinions, but the effect of this variable has been partially neglected in previous research studies. To address this gap, the present study investigates Iranian consumers’ concerns about GM foods, trust in these products, and perception of GM food producer CSR as determinants of attitudes towards GM food. Data were collected from Iranian consumers. A cross-sectional survey research with a multi-stage random sampling approach was employed to capture the responses of 372 Iranian consumers. The results showed that consumers have both negative and positive attitudes towards GM foods. Perceived social equity, trust, and health concerns were the most important determinants of attitude towards GM foods. According to the results, these variables could account for 52.9% (Cox and Snell R2) and up to 70.6% (Nagelkerke R2) of the variance of the dependent variable. Furthermore, results revealed statistically significant differences among the consumers with different educational levels in terms of perceived social equity, perceived environmental responsibility, and environmental concern. The research contributes to the body of knowledge in GM food consumption by evolving the CSR to assess attitudes of users concerning GM foods.