The gender gap in food choice motives as determinants of consumers' attitudes toward GM foods in Taiwan

摘要

purpose - in addition to having an understanding of consumers' food choice motives which influence their attitudes toward gm foods in taiwan; the aim of this study is to ascertain whether gender differences play a role in consumers' food choice motives and their attitudes toward gm foods. Design/methodology/approach - a total of 12 distinct food choice motives; adapted from the food choice questionnaire (fcq) is posted on a questionnaire collection web site to collect research data. A total of 522 useful responses were elicited as the data input for analysis. Findings - the results indicate that mood; sensory appeal; price; and familiarity were found to have positive impacts on consumers' attitudes toward gm foods but natural content is observed to have a negative impact on consumers' attitudes toward gm foods. Moreover; female consumers have a more negative attitude toward gm foods than male consumers when they consider whether gm foods are healthy or not. Practical implications - the marketers of this gm foods sector in taiwan should emphasize the price advantage and the appealing sensory aspects of gm foods. By doing so; consumers could familiarize themselves with such foods being promoted. However; how to prevent them from treating gm foods as unnatural and unhealthy is an important task for gm foods marketers. Originality/value - this is the first study to investigate the gender gap in food choice motives as a determinant of consumers' attitudes toward gm foods in taiwan. Based on the empirical findings; some suggestions are provided here to benefit the marketers of this gm foods sector in taiwan;