Marketing Clues on the Label Raise the Purchase Intention of Genetically Modified Food

Dan Jiang and Guangling Zhang
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Dan Jiang: School of Economics and Management, Wuhan University, Wuhan 43000, China
Guangling Zhang: School of Economics and Management, Wuhan University, Wuhan 43000, China

Sustainability, 2021, vol. 13, issue 17, 1-20

Abstract: As more and more genetically modified foods (GMFs) must be labeled, adding more information to increase the willingness to buy genetically modified food has become the focus of scholars and enterprises. Most current studies have confirmed that the consumer attitudes and purchase intention toward GMFs are not good. This study aims to match consumers’ different information-processing mechanisms by adding marketing information clues and regulating their purchase intentions by contradictory attitudes towards GMFs. According to the interest demands of GMFs, the marketing clue information was divided into functional information and environmental information. Through two studies, we find that consumers are more inclined to environmental information than heuristic. Functional information is more attractive to males, and the young generation prefers ecological information. Consumers with high ambivalence towards genetically modified foods are more inclined to choose environmental attribute information.

Keywords: GMFs; heuristic vs. systematic information processing; purchase intention; ambivalent attitude; information attributes; marketing cues (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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