Unfolding consumer purchase intentions toward genetically modified rice with nutritional benefits in Bangladesh

Abstract

Notwithstanding ongoing efforts through supplementation and fortification programs, the burden of vitamin A deficiency remains high among poor and rural populations. To address this, a pro-vitamin A-enriched genetically modified (GM) rice variety, known as Golden Rice (GR), has been developed as a complementary, cost-effective micronutrient strategy. Despite its potential, the success of its future implementation will heavily rely on the acceptance and purchase intention of target populations. Therefore, this study investigated the determinants of GR purchase intention from a survey of 540 consumers from rural Bangladesh. On average, consumers exhibited a strong intention to purchase GR. Hierarchical regression analysis demonstrated that sociodemographic factors (age), cognitive and behavioral factors (prior knowledge, perceived benefits about GR, attitudes toward GM crops, and dietary choices), and expectations of GR marketing (overall, price, distribution) positively influenced consumers’ purchase intention of GR. On the other hand, having more negative risk perceptions and higher income levels reduced consumers’ intentions. By using a between-subjects design based on five information treatments, the role of information is examined in two ways, i.e., information length and presentation format. Findings of a series of two-way ANOVAs revealed that exposure to more detailed information about GR significantly influenced consumers’ purchase intentions, especially when the level of expectations was low. Additionally, information presented through video or an information wheel proved more effective than text. These findings provide valuable insights for policymakers and health planners in devising communication strategies and decision-making regarding this valuable but controversial micronutrient strategy.