Market Attitude Towards Genetically-Modified Food Products

Abstract

Public/social behaviour is one of the main elements that determines the success or failure of any commercial product launched in the market, and food product marketing is no exception. There have been several studies conducted to assess attitude, awareness, or acceptance of genetically modified (GM) food products, giving a good insight about the perception towards this product. However, limited attempts have been made to determine the antecedents that influence the attitude towards GM food products in southeast Asian context. This chapter attempts to investigate the influence of perceived benefits, perceived risks, knowledge, general attitude, and trust on attitude towards GM food products in Malaysia, a fast-developing economy. To effectively develop the GM food industry, it is important for the government, policy makers, non-governmental organisations and the industry in general to seriously consider the market's attitude towards GM food products, while formulating commercialisation strategies.