A Study of Young Adults’ Intention towards Genetically Modified Foods: Mediating Effect of Health Belief

Abstract

Thestudy is an attempt to gauge intentions of Indian young adults towards purchase of GM food in three
states of north India with 528 respondents as sample. The study employed questionnaire method of data
collection using Likert scale. Structural Equation Modeling through AMOS is used for data analysis. Results
reveal that information about GM foods, their effects, safety issues and health beliefs of young adults are
significant determinants of GM food purchase intention. There is an insignificant relationship between
emotional involvement and purchase intentions. Health belief mediates between the variables. Results can
augment the current understanding of governments, organizations and other bodies towards the behavior of
young adults towards GM foods.