Exploring and modelling consumer attitudes towards genetically modified food

The aim of this research is, first, to explore consumer beliefs, attitudes and purchase intentions with regard to genetically modified (GM) food and second, based on this exploration, to develop a hypothetical model which can explain and predict consumer attitudes and purchase intentions with regard to GM food. For this twofold purpose, qualitative research and a review of relevant, mainly European, literature are combined. The qualitative research comprises focus group discussions with consumers and in‐depth interviews with representatives of interested parties. The developed model suggests differences between premium branded and generic GM food products regarding the formation of attitudes and purchase intentions.