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Keywords
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consumers’ preference, willingness to buy, attitude towards gene-edited products, trust in gene-edited products, behavioral interventions
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Abstract
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The main aim of present study was to analyze the consumers’ preferences about
genome/gene-edited food products in Iran. For this purpose, an extended
version of the theory of planned behavior was used as a social intervention
tool. The theory of planned behavior was firstly extended using the introduction
and new variable of trust in gene-edited products and perceived benefits of
gene-edited food products, but in the next step, it was also analyzed statistically.
To achieve the main objective of the research, a representative sample was
selected from the population of purchasers of gene-edited products, and data
were collected using a cross-sectional survey. The validity and reliability of the
data collection tool was evaluated and confirmed using different quantitative and
qualitative methods in the pilot stages and after the main survey. The results of
structural equation modeling showed that the attitude towards gene-edited food
products, perceived behavioral control, and the subjective norms of gene-edited
products had positive and significant effects on the intention to purchase these
products. The results of the study indicated that two newly introduced variables
to the theory of planned behavior, namely, trust in gene-edited products and the
perceived benefits of gene-edited products also had positive and significant
effects on the intention to purchase these products. Based on the results, the
framework employed and extended in this study can provide the basis for
effective interventions to improve consumers’ preference for gene-edited
food products. Also, some practical suggestions were provided for
policymakers, managers, and producers of these products.
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