Understanding Consumer Acceptance of Genetically Modified Foods: A Theory of Planned Behavior–Brand Equity–Sociodemographic Interactions

This study examines consumer acceptance of genetically modified foods (GMFs) by integrating the Theory of Planned Behavior (TPB), brand equity dimensions, and sociodemographic factors within a configurational framework. Drawing on a sample of 405 Spanish consumers, the research combines correlational analysis with fuzzy-set qualitative comparative analysis (fsQCA) to identify the causal paths leading to both purchase intention and purchase non-intention. The findings show that the traditional TPB constructs and brand equity dimensions are positively associated with purchase intention, whereas belonging to older generations is negatively associated with it. However, the configurational analysis reveals a more nuanced picture. Purchase intention is explained by four configurations, grouped into two main profiles: one based on favorable subjective norms among younger consumers, and another centered on the joint presence of brand trust and brand familiarity. In contrast, purchase non-intention is explained by seven configurations, mainly characterized by the absence of favorable TPB conditions and weak brand equity, especially lack of trust and familiarity. The results confirm the causal asymmetry between acceptance and rejection of GMFs, as the configurations leading to purchase intention are not the mirror image of those leading to purchase non-intention. These findings challenge the assumption that GMF acceptance and rejection are symmetrical phenomena, and demonstrate that brand trust and familiarity complement attitudinal factors and constitute relevant conditions in several configurations associated with purchase intention. From a managerial and policy perspective, the findings suggest that promoting GMFs’ acceptance requires not only improving attitudes and perceived social approval, but also fostering trustworthy and familiar brand environments that may contribute to reducing uncertainty, alongside credible scientific information and effective institutional oversight.