MODEL OF MUSLIM CONSUMERS’ WILLINGNESS TO PURCHASE GENETICALLY MODIFIED FOODS (GM FOODS)

Abstract

The study examined the relationship of three predictors which are attitude towards GM Foods, involvement of modern biotechnology and religious commitment with willingness to purchase GM Foods. Drawing from the literature on willingness to purchase GM Foods, hypotheses are constructed on does dimensions of attitudes towards GM Foods involvement of modern biotechnology and dimensions of religious commitment are associated with willingness to purchase GM Foods. Survey data from 419 Muslim consumers’ in Malaysia is used to empirically examined the relationship hierarchical multiple regression. The results suggest that support of GM Foods positively associated with willingness to purchase GM Foods. Meanwhile, criticism of GM Foods negatively associated with willingness to purchase GM Foods. These findings showed that when both opposite dimensions of attitude towards GM Foods significantly supported, therefore, the willingness to purchase GM Foods is ambivalent since Muslim consumers did not tolerate GM Foods risks despite having a positive support on GM Foods benefits. Hence, the risks of GM Foods need to be addressed and explained to Muslim consumers through appropriate communication mediums to ensure GM Foods is able to penetrate Muslim consumer market.