Abstract
This study investigates the influence of various cultural values and psychological factors on the genetically modified food (GMF) purchase behavior of Egyptian consumers. A conceptual model based on the value-attitude-behavior hierarchy has been developed. The survey results provide strong support for the validity of the proposed model. Specifically, the findings from the structural equation model confirm the influence of the consumers’ values, gene technology knowledge, and perceived benefits and risks of gene technology on their attitudes toward GMF. Consumers’ attitudes toward GMF, in turn, are also found to affect their actual GMF purchase behavior. The study discusses how the present findings may help marketers to fine-tune their GMF marketing programs.
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