Determinants of Consumer Attitudes and Purchasing Behaviors on Genetically Modified Foods in Taiwan

Consumers have been concerned about the introduction of genetically modified (GM) foods into Taiwan. This study examines the public’s attitude toward GM foods in Taiwan using data obtained in a nationwide telephone interview in January 2004. Logit regression was used to measure the relative importance of consumers’ socio-demographic characteristics, personal beliefs, and awareness of genetically modified foods which may impact their purchasing behavior, as well as consumers’ willingness to pay a premium for non-GM foods. Results show that the perceived risk of GM foods and technology, previous knowledge about genetic engineering, and higher education levels were significant determinants of consumers’ willingness to purchase non-GM foods versus GM foods. Moreover, on average, Taiwanese consumers were willing to spend 19% more to avoid purchasing GM foods.