Risk perceptions, risk attitudes and the formation of consumer acceptance of Genetically Modified (GM) food

The influence of risk perception and risk attitudes in the process of accepting genetically modified (GM) food is often ignored, and particularly whether both constructs (latent variables) have a combined effect in explaining consumer acceptance. Similarly, the inclusion of organic product standards juxtaposed to GM food is unknown. This paper attempts to shed some light on this question by examining the decision making process through the use of structural equation modeling (SEM). We use survey data from Spain and a set of theoretical constructs that allow us to identify independent mechanisms underlying individuals’ risk decision making. Our results suggest that the conceptualized model captures the decision making process, and that both perceptions and attitudes toward risk have independent effects on consumer acceptance. However, the effect from risk perception is larger in intensity. Finally, attitudes towards organic production emerge as an informative determinant of attitudes towards GM food.