Toward Sustainable Food Systems Through Responsible Innovation: An Integrated Behavioral Model of Consumer Acceptance of Genetically Modified Foods

ABSTRACT Genetically modified (GM) foods are increasingly viewed as a potential solution for promoting sustainability, enhancing nutritional quality, and improving the resilience of food systems. Corporate Social Responsibility (CSR) research shows that food innovations contributing to environmental efficiency and societal well‐being can also support corporate value creation. However, consumer acceptance is a keystone for developing this strategy in the food sector, as its success depends on public willingness to incorporate these products into everyday consumption. This study examines the determinants of GM food acceptance using an integrated behavioral model grounded in the Cognitive–Affective–Normative framework. Based on survey data from 998 consumers, results show that performance expectancy and social influence strongly encourage acceptance, while fear reduces it and price–value contributes positively to a lesser extent. These findings suggest that framing GM foods as part of broader CSR and responsible innovation initiatives, highlighting their role in sustainable consumption, food security, and efficient production, can foster consumer openness and align environmental responsibility with business profitability.