Consumer Attitude towards Genetically Modified Foods in Iran: Application of Three-Dimensional Model of Corporate Social Responsibility

Abstract

Although GM food production is considered an important strategy to meet the growing food needs of the population around the world, a majority of the GM food consumers express doubts about purchasing and eating them. However, it can be argued that consumers have different opinions about GM foods and their influence on human health and the natural environment. GM food producer Corporate Social Responsibility (CSR) may significantly affect such opinions, but the effect of this variable has been partially neglected in previous research studies. To address this gap, the present study investigates Iranian consumers’ concerns about GM foods, trust in these products, and perception of GM food producer CSR as determinants of attitudes towards GM food. Data were collected from Iranian consumers. A cross-sectional survey research with a multi-stage random sampling approach was employed to capture the responses of 372 Iranian consumers. The results showed that consumers have both negative and positive attitudes towards GM foods. Perceived social equity, trust, and health concerns were the most important determinants of attitude towards GM foods. According to the results, these variables could account for 52.9% (Cox and Snell R2) and up to 70.6% (Nagelkerke R2) of the variance of the dependent variable. Furthermore, results revealed statistically significant differences among the consumers with different educational levels in terms of perceived social equity, perceived environmental responsibility, and environmental concern. The research contributes to the body of knowledge in GM food consumption by evolving the CSR to assess attitudes of users concerning GM foods.