Almost after investing 25 years in research and development, China has reached to the decisional stage to either continue or
discontinue or at least reduce the introductory speed of the genetically modified (GM) food production. The current study
integrates the Benefit-Risk Analysis (BRA) framework and trust to study the consumer willingness to consume GM food. A
structured survey conducted in nine major cities of China among 345 qualified samples analyzed through structural equational
modeling-smart partial least square (SEM-Smart PLS). The statistical results lead to the following conclusions: The proposed
psychological-persuasive model highlights the “trust in institutions” holds the least explanatory power while communicating
about GM food-related risks in society. In the case of mapping perceived benefits, the trust in technology should be improved;
as in the overall view of BRA, the perceived benefits hold less explanatory abilities in contrast to perceived risks. In other
words, a secure communication strategy can change the public acceptance trend of GM food in China.
Muhammad Asim Nawaz, Muhammad Asif, Fahad Asmi, Ali Nawaz. (2019) WILLINGESS TO CONSUME GENETICALLY MODIFIED FOOD IN CHINESE PERSPECTIVE, , Volume 56, Issue 4.
