The Effect of Objective Knowledge on Consumer Acceptance towards GM Foods in Ghana
Lilian Owusu-Gyan *
School of Business, Nanjing University of Information Science and Technology, No. 219, Ningliu Road, Nanjing 210044, China.
Amoateng Priscilla Achiaa
School of Business, Nanjing University of Information Science and Technology, No. 219, Ningliu Road, Nanjing 210044, China.
Kinzonzi Ngongo Nevie Chrislie
School of Business, Nanjing University of Information Science and Technology, No. 219, Ningliu Road, Nanjing 210044, China.
*Author to whom correspondence should be addressed.
Abstract
Since the middle of the 1990s, when GM food was first developed, genetically modified (GM) foods have been the subject of much discussion. This biotechnology invention enables farmers in various nations to boost output. In this study, we aim to explore the effect of consumer knowledge on attitudes towards GM foods in Ghana. We investigate the association between consumers' attitudes toward GM foods and their level of trust and objective knowledge. We conducted a cross-sectional survey of 509 people in Ghana to look into this connection. Participants were required to respond to a questionnaire that evaluated their general attitude toward GM foods, perceived risk, perceived benefit, trust and objective knowledge of GM foods, with an age range from (20-50 years and higher), and different levels of educational level. Results indicated that PHD consumers had a higher level of objective knowledge, (93%) to be precise, followed by High School Students with a percentage of (87%). We employed multiple regression analysis to investigate the link between the independent and dependent variables. Data were analyzed through IBM SPSS Statistics for Windows 22.0 and AMOS 18. The structural equation model (SEM) was used in this study to examine the impact of objective knowledge and trust on consumers' attitudes toward genetically modified (GM) foods in Ghana. Results for the model indicated that Knowledge had a stronger correlation with attitude, with a standard regression weight of (.252), but trust had a weaker correlation on attitude amongst Ghanaian consumers. It had a standard regression weight of (-.612). The P-Value for the model indicated that the estimated path coefficients are highly statistically significant, with an extremely low probability of the observed results occurring by chance. Suggesting that the model fits the data well and the estimated coefficients are reliable and robust. The effect of the two constructs on the willingness to accept GM foods was statistically significant.
Overall, the level of education somewhat impacts the level of objective knowledge. Knowledge positively impacted consumers’ willingness to accept GM food, whiles trust negatively impacted consumer willingness to accept GM foods.
Keywords: Objective knowledge, trust, genetically modified food, attitude
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References
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