Understanding Thai Consumers' Intentions to Purchase Genetically Modified Foods

This research explored the various factors affecting the purchase intention of Thai consumers towards genetically modified foods. To ensure the reliability of our findings, we conducted an extensive online survey in Bangkok over the course of three months, from June to August. The data analysis was mainly based on partial least squares structural equation modelling (PLS-SEM), a robust method for analyzing complex relationships. The results of the analysis confirmed the validity of all the hypotheses, with the exception of the direct relationship between food labels and purchase intention. Additionally, we found that all the mediation effects were statistically significant. In the study, we delve into a comprehensive discussion of the results and their corresponding implications, providing a thorough understanding of the factors influencing consumer behavior in the context of biotechnology and food choices.