Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions

ABSTRACT

The purpose of this study is to examine diners’ purchase intentions and willingness to pay a premium for nongenetically modified (GM) menu items at restaurants. A theoretical model was developed based on the premises of the theory of planned behavior. The magnitude and significance of the hypothesized interrelationships among the constructs included in the model were tested utilizing a structural modeling approach. Results indicate that 75% of the participants are willing to pay a premium (13% more) for non-GM menu items at restaurants. Personality trait (consideration of future consequences) and social trust significantly affect consumers’ attitudes towards GM foods. Diners’ attitudes towards GM foods are found to be the primary determinant of purchase intentions of non-GM menu items, followed by subjective norms and perceived behavioral control. Purchase intentions of non-GM menu items also exert a substantial impact on consumers’ willingness to pay a premium. Theoretical contributions, managerial implications, and limitations are addressed.

本研究旨在调查用餐者在餐厅购买非转基因 (GM) 菜品的意向和为之支付额外费用的意愿度。基于计划行为理论的前提制定了一个理论模型。利用结构建模方法，测试了模型所包括构念之间假设相互关系的幅度和意义。结果表明，75% 参与者在餐厅愿意为非转基因菜品支付额外费用。人格特质（考虑未来影响）和社会信任显著影响消费者对转基因食品的态度。研究发现，用餐者对转基因食品的态度是购买非转基因菜品意向的主要决定因素，其次是主观规范和感知行为控制。购买非转基因菜品的意向也对消费者支付额外费用的意愿产生重大影响。本研究阐述了理论贡献、管理启示和限制。

KEYWORDS:

• Environmental sustainability
• genetically modified foods
• perceived behavioral control
• purchase intentions
• subjective norms
• theory of planned behavior
• willingness to pay a premium