Perceived Risk is Important for Consumers’ Acceptance of Genetically Modified Foods, but Trust in Industry not Really: A Means-End Analysis of German Consumers

Applies the means-end approach to investigate how German consumers’ relate GM food attributes to values via perceived consequences in their purchase decisions. Analyses in particular the importance of risk-related dimensions and issues of (dis)trust for different levels of purchase intentions. Identifies two segments: rejecters (n=24) and accepters (n=36). Finds considerable similarities in means-end chains between segments, in particular that risk plays a much bigger role than trust for purchase intentions. Furthermore, for both segments the link between trust and risk is found to be weak which implies to reconsider results from previous empirical studies pointing out the strong interaction of trust and perceived risk.

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Seminar Paper

 Record created 2017-04-01, last modified 2017-08-23

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