| Summary: | 碩士 === 東海大學 === 食品科學系 === 95 === This study is the verification of the relationship among involvement, perceived risk and the willingness to buy when a consumer is making a decision of the uncertain risks of GMO foods. The results indicate that consumer get the information about GMO foods in usual, and has at least noticed the GMO mark on the label. From the perceived risk point of view, the damage to body and health, and the worry of mentality are the two important things which people care about on GMO foods.
The results showed that the consumers’ involvement of GMO foods is positively correlated to the perceived risk of GMO foods. If the consumer more involved in the GMO information, the consumer will more care about his physical, psychological, and social effects. But there is no significant between financial risk and the involvement of GMO foods. The study also found that if the consumer has more knowledge of GMO foods, the consumer has higher willingness to buy it. But not for the consumer who ever notice the sign of GMO foods. The influence of GMO foods to health is the most important factor to be considered while a consumer is making decision to buy, and this result is very similar to other studies. From the psychology point of view, the sense of nervous, worries, and pressure of consumption GMO foods might be the reason that the consumer want to avoid.
The survey also found that many consumers even never heard about GMO foods. Although there has risks from eating the GMO foods, but the information is not so clear. The consumers in Taiwan didn’t take enough information on that, this is why not so many people against GMO foods in Taiwan. Added the control to GMO foods, in our country is much looser than in Europe and Japan. That is because the relationship among the involvement, the perceived risk and the willingness to buy are not significant.
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