Golden opportunities? How marketing expectations drive purchase intentions of golden rice in Bangladesh and the Philippines

Golden Rice (GR), genetically modified (GM) rice enriched with provitamin A, holds promise to address micronutrient deficiencies in developing countries. However, its success hinges on market acceptance. This study investigates how the marketing aspects of GR influence consumers' purchase intentions in Bangladesh and the Philippines. The Expectation Confirmation Theory (ECT) is employed to analyze the role of expectations regarding the marketing mix components (i.e. product, price, place, promotion), risk perceptions, performance expectations, and expected satisfaction on consumers' purchase intentions. Data from online surveys in Bangladesh (<i>n</i> = 391) and the Philippines (<i>n</i> = 354), collected using convenience sampling, were analyzed using structural equation modeling. Findings reveal that positive expectations toward the marketing mix, performance, and satisfaction increase consumers' purchase intention of GR, whereas risk perceptions have a negative influence. Additionally, it was found that expectations toward all four marketing mix components significantly affect purchase intention in Bangladesh. However, only product and promotion have a notable influence in the Philippines. These results emphasize the importance of effectively addressing consumers' marketing expectations to help ensure a successful implementation. This study is novel as it delves into consumers' purchase intentions for a GM biofortified crop and their expectations for different aspects of its future marketing (i.e. product, price, place, promotion), performance, and satisfaction. If GR is commercialized, future research should validate these expectations based on actual consumer experiences. Additionally, longitudinal studies could track changes in consumer expectations over time, identifying consistently valued marketing elements and offering a valuable technique for product development before launch.