Determinants of consumer support for mandatory labeling of genetically modified food in India

Abstract

Purpose – The aim of this paper is to understand young consumers' (students') opinions about the mandatory labeling policy for genetically modified foods (GMF), and in-depth analysis of determinants of young consumer support for this policy. Design/methodology/approach – Consumer survey was conducted by using a face to face interview method for a sample of 298 students. The hypotheses of this study are risk benefit perceptions and concerns about the current labeling policy likely to determine students' support for mandatory labeling of GMF. The questionnaire employed for the survey mainly focuses on the questions such as students' perceptions about GMF and opinions about current labeling policy in India. Probit model was used to analyze the determinants of young consumers' support for this policy. Findings – The authors found that 58 per cent of the students support mandatory labeling of GMF and 39 per cent of the students are willing to pay 10-15 per cent more price for foods under this policy. Young consumers who have knowledge about GM technology are more likely to support this policy. Young consumers' dissatisfaction with the current labeling, and demand for information about food production have a positive influence on support for this policy. Those young consumers who use food labels regularly are likely to support this policy and young consumers' trust in university for truthful information about GMF has a positive influence. Whereas, students' risk benefits perception and moral concerns about GMF have an insignificant influence. Research limitations/implications – Limitations of the study are that it focused only on university students and used small sample size. Hence, further studies are recommended for overall consumer representative sample. Practical implications – The findings of this study will be helpful for further research on consumers and mandatory labeling of GMF in India, and also provide some useful information for marketing of GMF in India. Originality/value – To the authors' knowledge this is the first study that analyzes the determinants of young consumers' support for mandatory labeling policy for GMF in India.