The Mediating Effect of Genetic Modification Belief in the Relationship between Abnormally Shaped Foods and Consumers' Risk Perception

以基因改造認知為中介變項探討蔬果形狀變異程度對消費者風險認知之影響

蘇谷芬(Kufen Su) ； 蘇衍綸(Yen-Lun Su) ； 郭曜銘(Yao-Ming Kuo)

《社區永續觀光研究》 3卷2期 (2019/12) Pp. 27-36

https://doi.org/10.6744/SCTS.201912_3(2).0003

摘要

This study explores the mediating effect of genetic modification (GM) belief in the relationship between abnormally shaped foods and consumers' risk perception in Taiwan. A convenient sample of 676 adult participants were randomly selected from groups of an online Social Media LINE. The results reveal that participants perceive a strong belief that abnormally-shape foods are the result of GM technology, and this GM belief resulted in higher risk perceptions for the abnormally-shape food products. Thus, GM belief serves as a partial mediator of the food shape-abnormality effect on risk perception. Government entities and food industry actors should take these findings into account to develop effective communication strategies.

關鍵字

abnormally-shaped food ； GM belief ； risk perception

並列摘要

本研究探討台灣消費者的基因改造認知在蔬果形狀變異程度與風險認知之關係間的中介效果。本研究採用問卷調查法，使用便利抽樣，針對已成年消費者，以線上填寫google問卷的方式進行，有效問卷為676份。研究結果顯示，蔬果形狀變異程度愈高，消費者認為其是基因改造食物的可能性愈高，基因改造食物的可能性愈高則風險愈高。消費者認為蔬果形狀變異程度愈高則風險愈高是受到基因改造認知的影響。基因改造認知在蔬果形狀變異程度與風險認知之間扮演有部分中介效果。研究結果可提供政府及業者擬定消費者溝通策略的參考。

並列關鍵字

蔬果形狀變異程度 ； 基因改造認知 ； 風險認知