Consumer Perception of Genetically Modified Food: Empirical Evidence From India

Although the advent of genetically modified (GM) foods changed the agricultural scenario in developed countries, existing research confirms that consumer perception about the consumption of the same is often distorted. GM foods entered the Indian market amid widespread controversies and criticisms. There exists a host of studies that tried to establish the factors that shape favorable consumer perception toward GM foods indeed, but evidence from developing countries like India is still missing. The article undertakes an exploratory investigation of the factors that shape consumer perception about the consumption of GM foods in India and subsequently confirms the same with the aid of a measurement model. The study provides important implications for managers in directing efforts toward influencing consumer perception and instigating positive attitudes toward GM foods so that the benefits of their use can be extended to the masses in relatively nascent markets.