No Control, No Consumption: Association of Low Perceived Control and Intention to Accept Genetically Modified Food

Shen-Long Yang, Feng Yu, Kai Li, Ting-Ting Rao and Da-Peng Lian
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Shen-Long Yang: School of Humanities and Social Science, Xi’an Jiaotong University, Xi’an 710049, China
Feng Yu: Department of Psychology, School of Philosophy, Wuhan University, Wuhan 430072, China
Kai Li: Department of Psychology, School of Philosophy, Wuhan University, Wuhan 430072, China
Ting-Ting Rao: School of Humanities and Social Science, Xi’an Jiaotong University, Xi’an 710049, China
Da-Peng Lian: College of Humanities and Management, Hebei Agricultural University, Huanghua 061100, China

IJERPH, 2022, vol. 19, issue 13, 1-13

Abstract: Based on compensatory control theory, the aim of this study was to examine the effects of perceived control on people’s acceptance of genetically modified (GM) foods by using both correlational and experimental methods. Compensatory control theory proposes that the lower an individual’s perceived control, the higher their need for structure, order, and certainty. Therefore, based on beliefs about GM foods that make some people less certain that those foods are as safe as traditional foods, we hypothesized that individuals with lower levels of perceived control are more inclined to reject GM foods. The analysis of questionnaire responses in Study 1 revealed that individuals’ sense of control negatively predicted their risk perception of GM foods, while the need for structure played a mediating role. In Study 2, using a between-subject design, we manipulated participants’ perceived control (higher vs. lower) and subsequently measured their risk perception and purchasing preferences for GM foods. The results in Study 2 show that under lower control conditions, individuals recognize higher risks related to GM foods, which, in turn, decreases their willingness to purchase GM foods. These results not only suggest that perceived control is a potential influential personal factor of the acceptance of GM foods but also extend the scope of the application of compensatory control theory.

Keywords: perceived control; genetically modified food; risk perception; purchase intention; need for structure (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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