Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions
The purpose of this study is to examine diners’ purchase intentions and willingness to pay a premium for nongenetically modified (GM) menu items at restaurants. A theoretical model was developed based on the premises of the theory of planned behavior. The magnitude and significance of the hypothesiz...
| Main Authors: | , |
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| Format: | Journal Article |
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Routledge
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/53204 |
| _version_ | 1848759090704023552 |
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| author | Lu, L. Gursoy, Dogan |
| author_facet | Lu, L. Gursoy, Dogan |
| author_sort | Lu, L. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to examine diners’ purchase intentions and willingness to pay a premium for nongenetically modified (GM) menu items at restaurants. A theoretical model was developed based on the premises of the theory of planned behavior. The magnitude and significance of the hypothesized interrelationships among the constructs included in the model were tested utilizing a structural modeling approach. Results indicate that 75% of the participants are willing to pay a premium (13% more) for non-GM menu items at restaurants. Personality trait (consideration of future consequences) and social trust significantly affect consumers’ attitudes towards GM foods. Diners’ attitudes towards GM foods are found to be the primary determinant of purchase intentions of non-GM menu items, followed by subjective norms and perceived behavioral control. Purchase intentions of non-GM menu items also exert a substantial impact on consumers’ willingness to pay a premium. Theoretical contributions, managerial implications, and limitations are addressed. |
| first_indexed | 2025-11-14T09:54:21Z |
| format | Journal Article |
| id | curtin-20.500.11937-53204 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:54:21Z |
| publishDate | 2017 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-532042017-10-09T06:08:20Z Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions Lu, L. Gursoy, Dogan The purpose of this study is to examine diners’ purchase intentions and willingness to pay a premium for nongenetically modified (GM) menu items at restaurants. A theoretical model was developed based on the premises of the theory of planned behavior. The magnitude and significance of the hypothesized interrelationships among the constructs included in the model were tested utilizing a structural modeling approach. Results indicate that 75% of the participants are willing to pay a premium (13% more) for non-GM menu items at restaurants. Personality trait (consideration of future consequences) and social trust significantly affect consumers’ attitudes towards GM foods. Diners’ attitudes towards GM foods are found to be the primary determinant of purchase intentions of non-GM menu items, followed by subjective norms and perceived behavioral control. Purchase intentions of non-GM menu items also exert a substantial impact on consumers’ willingness to pay a premium. Theoretical contributions, managerial implications, and limitations are addressed. 2017 Journal Article http://hdl.handle.net/20.500.11937/53204 10.1080/19368623.2016.1178618 Routledge restricted |
| spellingShingle | Lu, L. Gursoy, Dogan Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title | Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title_full | Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title_fullStr | Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title_full_unstemmed | Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title_short | Would Consumers Pay More for Nongenetically Modified Menu Items? An Examination of Factors Influencing Diners’ Behavioral Intentions |
| title_sort | would consumers pay more for nongenetically modified menu items? an examination of factors influencing diners’ behavioral intentions |
| url | http://hdl.handle.net/20.500.11937/53204 |