The effect of knowledge types on consumer‐perceived risk and adoption of genetically modified foods

Abstract

Scientists have asserted that genetically modified (GM) food offers financial, environmental, health, and quality benefits to society, but the realization of such benefits depends on consumer acceptance of this new technology. Consumer concerns about GM food raise questions about what consumers know about GM food and to what extent this knowledge translates into their evaluations of GM products. The present research empirically examines the effect of both objective and subjective knowledge on perceived risk and, in turn, key consumer behaviors associated with GM food. The results reveal that objective knowledge about GM food significantly reduces performance and psychological risks, whereas subjective knowledge influences only physical risk, and the valence of that impact depends on the level of the consumer's objective knowledge. Furthermore, different risk types enhance consumers' information search and reduce their propensity to buy GM food. The overall findings thus suggest the need for cooperation among government, scientific institutions, and the food industry to foster effective communication strategies that increase consumers' objective knowledge, reduce their risk perceptions, and encourage consumer adoptions of GM technology.

Determinants of Consumers’ Purchasing Intentions for the Hydrogen-Electric Motorcycle

“…The results for H6 are inconsistent with the research done by Klerck and Sweeney (2007) [6], which stated that the perceived risk will affect consumer purchase behaviors and decisions. This difference in results may be because the researchers conducted their investigations in different industries.…”

“…The empirical results for H3 (Better product knowledge via hydrogen-electric motorcycles will have a significant and negative influence on consumers' purchase intentions owing to the perceived risk) are consistent with those obtained by Klerck and Sweeney (2007) [6]. Both subjective and objective knowledge of a product result in the perceived risk for consumers.…”

“…Empirical research by Klerck and Sweeney (2007) [6] proposed that both subjective and objective knowledge of a product would directly influence consumers' perceived risk. Given these propositions, we propose the following hypothesis: Hypothesis 3 (H3).…”

“…Research by Zhang and Hou (2017) [5] pointed out that for products with an external presence that are higher in price, the factor of perceived risk is relatively important, possibly affecting consumers' perception of value and their purchase intentions. In addition, product knowledge might also influence perceived risk, thereby becoming one of the important factors influencing consumers' purchase intentions [6].…”

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

“…In a study on consumer consumption of genetically modified food, Klerck and Sweeney (2007) found that subjective knowledge reduces psychological risk of the technology, which further influences the propensity to search for and buy genetically modified foods. After initial trial of a new technology, consumers can become more self-confident and knowledgeable about the technology, and continuing to use it enhances their self-concept of being knowledgeable.…”