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The Relationships of the Types of Knowledge, Perceived Risk and Trust in Genetically Modified Food

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(4), pp.283-304
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Kwon, Hyun-Soo 1 Kim, Young-Gook 2

1동국대학교 대학원 호텔관광경영학과
2동국대학교

Accredited

ABSTRACT

This study examines the effects of both objective and subjective knowledge towards both the perceived risk and also consumer trust associated with genetically modified (GM) food. A sample of 316 valid surveys conducted on shoppers in Seoul was compiled over a two-month period and used for analysis. A Structural Equation Modelling technique was employed to test the causal model. The results reveal that objective and subjective knowledge are both directly and indirectly associated with trust towards GM foods. And that reduced risk towards genetically modified food whereby objective knowledge towards genetically GM foods reveals a direct and relatively strong relationship and perceived trust towards genetically modified food. Additional findings highlight that perceived risk reduces their cognitive and affective trust towards GM food. Implications and suggestions are later discussed with one such debated consideration being the influence of promotional campaigns directed towards boosting consumer adoptions of GM technology.

Citation status

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