How labeling of genetically modified foods affects consumers’ purchase intentions: a multi-contextual analysis

As a critical carrier for ensuring consumer right-to-know and facilitating risk communication, the effectiveness of genetically modified (GM) labeling is influenced by cognitive biases, yet its behavioral impact remains underexplored, particularly in non-Western contexts. Through a dual-context online experiment (edible soybean oil vs. non-edible cotton, <i>n</i> = 800) conducted in China, this study examines how GM labeling affects purchase intentions, incorporating the roles of risk perception and moderating effect of metacognitive bias. The results reveal that risk perception mediates this relationship, while metacognitive ability significantly moderates it. More importantly, the results indicate that the audiences with different cognitive characteristics also have diverse cognitive effects and psychological pathways toward similar GM labels. These findings surpass traditional "knowledge-attitude" linear paradigms and further offer practical insights for policymakers: tailored GM labeling regulations and segmented communication strategies should be developed based on cognitive typologies to improve consumer understanding and decision-making.