Consumers’ Risk Perception of Triploid Food: Empirical Research Based on Variance Analysis and Structural Equation Modeling

Abstract

With the advancement of new food processing technology, triploid technology has emerged as a viable option to enhance plant yield and improve crop stress resistance. However, like many emerging technologies, food produced using triploid technology has sparked controversy regarding its safety since its inception. Particularly, consumers generally have a limited understanding of new technologies employed in food production, leading to concerns about potential risks and uncertainties associated with these technologies. Such concerns can significantly impact consumers’ acceptance and purchasing intentions toward foods modified using new technologies. This study collected 375 questionnaires from both online and offline sources and conducted a detailed analysis of consumers’ demographic variables, fear degree regarding triploid food, social trust, and concerns about food safety. SPSS and AMOS software were utilized for reliability and validity analysis, variance analysis, multiple comparisons, and confirmatory factor analysis. A structural equation model was developed to comprehensively examine consumers’ risk perception of triploid food and its influencing factors. The results indicate that consumers’ risk perception of triploid food is influenced by various factors. Notably, significant differences were found in consumers’ risk perception of triploid food based on age, educational background, residency, and employment status. Additionally, this study identified a negative correlation between consumers’ risk perception of triploid food and their levels of fear and social trust. Conversely, a positive correlation was observed between risk perception and the degree of attention given to food safety.